There are plenty of marketing communications methods involving both online and offline techniques, but because they exist it doesn't mean you have to use them all. It is what we term the 'shopping list' approach to marketing. Draw up a comprehensive list - advertising, mailing, exhibitions, PR, product literature, web site, emailing, social media etc etc - then buy the individual services at the lowest price, ticking each off the list in turn until the shopping, or in this case the marketing is done. That's it. Or is it?
Two big issues - stretching the budget and going for the lowest price supplier is one and using irrelevant communications channels is another. Would you feel comfortable flying in a plane where all the components were supplied by the lowest priced vendor? Would you feel comfortable if your doctor prescribed every drug stocked in the pharmacy in the hope that one of them would cure your illness? Of course not. You go to the doctor because of his medical knowledge, his ability to diagnose your complaint and then select the most effective treatment. So why should marketing be different?
Surely it makes more sense to talk to a specialist, to analyse your market, your positioning, reputation and awareness, then recommend the most effective marketing communications programme relevant to your company's identified needs. What's more to ensure the marketing strategy is informed by business goals, is designed to deliver the results you want and is implemented as an integrated programme of relevant marketing campaigns.
So, time to tear up the shopping list, get informed advice and maximise the marketing investment.
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