And another thing...

Brad Brenner

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United We Stand….The Case For Integrated Marketing


Several months back, I first spoke with Jim, a CEO of a mid-size medical research laboratory who was frustrated with the lackluster results of his marketing efforts to date. He wasn’t sure what to do about it. After all, he hired the best. 

He knew he needed to land a company link on the first page of Google so he hired “the best SEO expert in the business.”

He knew he needed to engage his online customers so he hired the best Internet expert he could find to create and manage a company blog and a Facebook page.

He also knew his customers read the top industry trade publications. so he hired a PR pro to get him both print and broadcast coverage.

And of course, if he was going to drive people to his company’s website, he needed a web developer that would make it all look good and work correctly.

All said and done, he hired experts in various marketing fields:

A web developer

An SEO expert

An Internet marketing pro

A PR pro

A pay-per-click Search Engine Marketing expert

All “the best in the business.” Yet still, his company’s brand recognition was flat. His hopes of gaining a leadership position within his industry remained a pipe dream.

A bit of research highlighted the problem.

His SEO expert did a great job of incorporating key words into the coding and copy of his website. His PR pro got some impressive articles placed in magazines. His Internet marketer setup a fine looking Facebook page…but none of these individual efforts were coordinated under one single marketing strategy. Worse than that, most of these “experts” understood their individual profession well enough, but when it came to fundamental marketing principals, they were clueless.

And that’s the point here. In today’s business environment, there are a host of experts out there that offer services related to one aspect of marketing or another. But if individual efforts are not coordinated – and more importantly, if there is no firm marketing strategy behind the tactics being employed, your marketing efforts will have little chance of success.

New marketing tools will come and go. Technologies will offer new opportunities to raise brand awareness and gain customer recognition. But strategic marketing principles will continue to provide the needed glue to hold it all together, ensure you are on track, and provide the tools needed to measure and analyze results. And it is the well-coordinated integration of all aspects of the marketing campaign that will bring out the best of the individual marketing components being employed.

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More Stories By Brad Brenner

Brad Lee Brenner is a master blogger, radio host and founder of Brenner Associates, a public relations / communications firm headquartered in Portland, Oregon. Over the past thirty years, Brad has written hundreds of articles that have been published in trade journals, newspapers and online news sources. His focus of expertise includes technology, the medical industry and communications for the digital age.