Month: January 2016

More Cowbell Isn’t the Secret to Successful Integrated Marketing


In countless lists of “Top 50 Saturday Night Live Sketches,” you’ll almost always find among the top five the parody of a VH1’s “Behind the Music” documentary featuring a recording session by Blue Oyster Cult. During the session, the “superstar producer” played by Christopher Walken believed that anything lacking in the recording could be fixed with “more cowbell.”

“I got a fever!,” said Walken. “And the only prescription … is more cowbell!”

In a similar way, business marketers can sometimes get too attached to an old form of marketing or too enamored with something new, and they begin to believe the solution to any marketing challenge is “more cowbell.”

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How Integrated Marketing Is Like a Set of Golf Clubs

Clubs in Golf Bag

But having more marketing channel and tools available may not necessarily be a good thing. Indeed, a wide array of research has revealed that having “too many choices” of anything can be more stressful to consumers than having a limited numbers of choices.

If a company has an unlimited marketing budget, perhaps it could effectively master every type of marketing channel from traditional print to whatever may be be this month’s must-use social media fad. For the rest of us, it is better to develop a strategy that integrates the most important marketing channels and tools your customers use.

The Right Tool for the Right Job
Using a marketing strategy that integrates various media and distribution channels requires an understanding of the unique strengths and purposes of the various tools.

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What Does Integrated Marketing Mean in 2016?


A majority of marketers are still failing to use an integrated marketing approach to reach customers. According to research, 71 percent of marketers aren’t managing integrated campaigns, meaning that they aren’t coordinating their marketing message across an array of media—from print to digital to conferences.

For B2B marketers, integrated media is necessary to reach customers all along the customer journey—delivering solutions to customers’ problems before they are aware of the need for your product or service, building awareness of your brand, delivering information when they are considering purchase, and providing support once they become owners.

The array of media should be used up to the point of sale and beyond. Marketing shouldn’t end at the point of sale, because when they become your customer, you have the opportunity to build a sustainable and renewable relationship.

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