Why Use an Integrated Marketing Communications Approach?
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4 Steps to Improve Your Marketing Communication Plan For many small business owners and managers, marketing is one of those things you do once in awhile when sales dip or an account manager from a marketing or media channel calls on you. This leads to an inconsistent or shotgun approach and the results are less effective than a well-planned and integrated marketing program. MARCOMM PROGRAM To avoid the pitfalls of a shotgun approach, start with the mindset that it is a program that you commit to working on consistently, over time and for the long term. That commitment begins with selecting a process and following it through. We use a four-part process with our clients to develop and implement a MarComm program that includes planning, content development, execution and reporting. It’s our ready-aim-fire approach with some evaluation afterwards to guide the ongoing efforts. PART ONE: PLANNING It is critical to have a plan to effectively direct your activities. We often refer...
Why do you Need a Social Media Marketing Strategy? In yesterday’s article, we looked at the nature of the term ‘social media marketing’. We discovered that marketing on social media is not just about putting a couple of posts on the first platform that you can get your hands on. To be successful with respect to social media marketing, you need to adopt a strategic approach that’s underpinned by the core principles of your business. We also chatted a bit about the necessity of having a social media marketing strategy. This is because it informs all the activities that you take on social media and allows you to achieve the goals that you set out to. If you don’t have a plan in place in order to achieve your goals, chances are very good that you won’t be successful in your endeavours. How do you put together a social media marketing strategy? Putting together a plan or strategy for your social media marketing efforts is no different than putting together a strategy for...
What the PESO model got wrong The PESO model for segregating paid media, earned media, shared media and owned media has been around for years. Some PR and marketing professionals are adopting its communication framework to manage their efforts in reaching audiences. The PESO Venn diagram provides a holistic picture of the many channels that influence audiences’ buyer behavior in the decision-making process. At Axia Public Relations, we really love the PESO model , developed and advocated by Gini Dietrich, author of Spin Sucks . We appreciate the way it helps companies understand the different types of media and what PR does to help build their brands. However, there's one thing we don't like about PESO. It leads with paid . Why is this an issue? We have three primary reasons. 1. PR practitioners aren't in the business of buying or paying for content and media. This is what advertising and marketing does...
Traditional public relations and digital marketing professionals have started to bridge the gap between their two industries, forming the “integrated communications” label seen in the mission of many agencies around the world. PR practitioners, brand managers and marketing professionals are leading the charge in reputation management, brand management and paid advertising. This collaboration is forming a new type of communications professional with redefined goals and best practices. PR and marketing pros wear many hats wherever they go - In-house, agency and even higher education. Communications pros are being forced to adapt to the changing communications environment, often working in the same department and on the same clients. (That's how we do it at thunder::tech!) Coexisting and adapting can be hard, but we are communications professionals , we can’t say no to a challenge! Luckily, we have some tips on how you can seamlessly merge public relations an...
Communicating What To Whom? This three-hour seminar provides a beginner’s guide to the public relations and corporate communications sector. Who in a big company has a communications role? Where does PR fit in alongside advertising, marketing and sales? What are the different strands of PR? And why do some PR disciplines not call themselves ‘PR’? We’ll answer all these questions as we explore the wider communications industry. WHAT THIS COURSE COVERS: • The role that public relations and corporate communications plays – and how it interacts with marketing, advertising and sales. • Why the sector has two names. • Why companies need to manage relationships with the public. • What we mean by ‘company’ and what we mean by ‘public’. • How to segment the communications business by stakeholder, client, activity and circumstance. • The respective role of in-house teams and agencies. • The key stages of an effective communication strategy. WHO SHOULD ATTEND THIS C...