Lets Talk About Integrated Marketing...

This week, I would like to focus on why companies should use social media and a networking technique for marketing purposes.  Over the past two weeks, I briefly touched on marketing and how it coincides with new communication formats.  After researching a little more about integrated marketing communications and the impact social media has consumers and producers, I came across a cohesive article that speaks to the subject of my blog. 

Integrated Marketing Communications, as described in the article, tries to synchronize and control the many elements of what they call the promotional mix.  This includes: public relations, advertising, direct marketing and sales promotion in an effort to create a “unified customer-focused message and, therefore, achieve various organizational objectives (Mangold &Faulds, 2009, p. 357).  Combining all of the promotional tools mentioned above and other elements of marketing directly impact consumers, while maximizing profit at a cheap price.  If it’s executed effectively, then the payoff will be beneficial.  Interestingly, I never thought of how companies utilize this mechanism and how it is repetitiously exhibited to us day-to-day.  The reading highlights word-of-mouth forums (discussion boards, chat rooms, blogs, moblogs and social networking sites) as an important element to successfully marketing products. Consumer generated media can help companies speak to their consumers through platforms that ignite reciprocation. A prime example of this would be when I interned at a publishing company for a magazine. In the publishing marketing arena, targeting audiences can be tricky.  Societal norms are constantly evolving, so companies need to build strategic plans that will generate not only profit but popularity of any form.  Along with that, credibility but that will be discussed in a couple weeks. Let me get back to the story. For one of my assignments my responsibility was to contact numerous media outlets about an upcoming event for the magazine. The most important outlet? Blogs. Any type of blog site that would attract their ideal audience.  Not only did we publicize on the radio but Facebook as well.  Our main concern was to make sure people actually came to the event. By utilizing Facebook, Friends of friends and people who “liked” their page were able to tell hundreds of other people about the event.  The instantaneous nature illustrates why many companies value the role that social media plays in their promotional efforts.

Connecting consumers with products and the organization is an important key point that the authors highlight in the article. They noted that in order for consumers to feel connected with a company, their voices should be heard by submit ting feedback (Mangold &Faulds, 2009). I completely agree with this notion as I feel that in order for a company to succeed they should take into consideration criticism and suggestions.  Setting up an area either on the main website for a blog or utilizing a Facebook page would be a strong component of an effective marketing strategy.  This would allow consumers to contribute their opinions and respond to current events in an open online environment.  Building a relationship between consumers and producers can definitely ensure brand advocacy in the long run.

Mangold, W., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. doi:10.1016/j.bushor.2009.03.002.