The Scope of Integrated Marketing in Businesses

One may think that integrated marketing is just a synchronized marketing message that is spread across different mediums, but it is actually a lot more. It is a planning process that helps in the development and pursuing of the marketing strategy. It uses a lot of information to develop a marketing initiative that would be greater than the sub groups that would work together to support each other in this process.

A lot of small business owners use the approach of “Ready! Fire! Aim!” when they have to market their services. But this strategy is not just limited to the small business owners as even the large companies have a limited approach in terms of how to market their strategies? The base of this kind of damaged marketing strategy may vary from company to company.  In a company where the domain of sales is more effective compared to the domain of marketing, the programs of sales would be created on regular basis than the marketing. If sales is not doing well then marketing is used to boost it up. But if sales is doing well then usually the marketing is totally ignored! The end result is that there is no attention paid to the work and even the resources are not properly allocated. The things that are started do not reach its end results and everything has a short term result!

The same thing happens when in a small company the same person is given the task of sales and marketing. This mostly happens in small business houses as when the sales are great then no one has the time to do marketing. And when the sales is down only then they focus on marketing strategies to try and boom up the sales.

Lack of planning is another reason why there are no marketing initiatives. A lot of businesses do have the time to step back, take a deep breath and plan out something. You need to think carefully as to how you would pursue the plan of marketing and how would it be useful for the company? A PG in Integrated Marketing Communication would really help an employee to grow in this domain and achieve great success in the business.

There are some important steps that are involved in an integrated marketing system like-

• Establish the customer database. It is an important element in reinforcing the integrated marketing.  It also helps in understanding the customer buying behavior.
• Create plans that would help in implementing the business goals. The analysis of customer data can be used to shape the marketing, sales and communication plans.
• Determine the basic tactics as once the basics are known then the best ones can be used to target the specific markets.
• Use those strategies for the business
• Assess the results
• Collect and analyze the customer responses and new information on buying habits to decide the effectiveness of the strategy as well as the tactics
• Modify any necessary changes to the tactics and strategies
• Repeat the process of using the strategies and knowing the habits of the customers on buying to ad infinitum.

Enroll yourself in a PG in Integrated Marketing Communication to acquire the right knowledge in this domain.

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