Marketing Convergence

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There is a saying: Do not put all your eggs in one basket. I am not sure how true this is when shopping for eggs, as I don't remember the last time I bought eggs and immediately put them in separate containers, but I do know how apt these words are in marketing. While it is useful to use the Internet as a medium of marketing, nowhere in the rule book has it been said that you should only conduct your marketing on the Net.

So, for your reading pleasure, here are some marketing media that are available to you (as if you didn't know about them already):

  • TV
  • Radio
  • Newspaper
  • Billboards
  • SMS
  • Direct Mail
  • Telephone Calls
  • Email
  • Your website
  • The website of others
  • Now, you notice that this article is titled ‘Marketing Convergence'. And rightly so, as we shall be talking about what you must do to harness the powers of the above-mentioned marketing media to get the best results.

    This takes me back to the statement: Don't put all your eggs in one basket. What can we distil from this statement? And how does it apply to marketing? I'll answer with a few rules:

  • Whatever marketing media you choose use more than one.
  • Always test the effectiveness of the marketing media that you use (this was discussed the article ‘Measuring Marketing Initiatives').
  • Define a simple, but effective strategy that allows you to use the above mentioned media in such a manner that they compliment each other.
  • Remember that, no matter how far technology may advance, people still prefer to interact with other people. And you can use technology to make this interaction possible.
  • Let's talk a little about the last two points mentioned above:

    I have seen businesses that expend a lot of money and resources in creating and implementing marketing campaigns. And they spend so much to put out adverts on the TV, Radio, Newspaper and Billboard. But the one thing they don't do is align what is said on these media. Some businesses also seem to believe that their businesses would grow only when they spend big money on what they call ‘strong marketing campaigns'. While there would be results from ‘spending big' on above-the-line marketing (i.e. marketing using TV, Radio and Newspapers), this usually comes with a lot of wastage.

    Think about it this way: you have a car. If your car is not properly oiled, it would still take you from point A to B. But you'll find that you are probably burning more fuel in the process. However, a car that is properly serviced and isn't accelerated just for the sake of acceleration would give the best fuel performance.

    Here is a simple strategy for a ‘serviced' marketing plan that uses a good number of the media mentioned above, but gives good mileage for the gas:

    1. Put out adverts on Radio, TV and Newspapers.
    2. Ensure that each media has a specific web site address and/or SMS code that customers, who want to know more, can use to get across to you. This allows you to measure the effectiveness of each media.
    3. Reward customers who give you their names and email address/phone number with a small but useful gift that they value.
    4. Engage your customers via email and/or telephone call and ask them if they would like to receive a direct mail containing a free brochure/catalogue/DVD/CD that contains useful information which they would value (note that what you send them should not just be all about selling something to them).
    5. Follow up with SMSs, phone calls, emails, direct mails that give useful tips that would be of benefit to them or includes recommendations about things that they may be keen on.

    The main idea is for you to build a relationship with your customers, even if they have not patronised you yet. And the keyword is subtlety. Think of them as your friends. And not all your friends would buy from you from day one. But you would find that that there are many reasons why you would want to keep these relationships going. And we shall discuss these reasons in the next article.

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