Marketing Student Views

Perspectives by GMU Internet Marketing Students

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Integrated Marketing

Blogger: Tevah El Emmet

Integrated marketing is extremely important in today’s society. In the past everything was broken into silos and was separate. Each division looked out for its’ own and did not all work together for the good of the company. Marketing was separate from PR, sales, and direct mail. In contemporary times many companies continue to use the same tactics even with all the research that says an integrated marketing approach works best. This is because many are stuck in only traditional forms of media or in new forms of media and haven’t grasped the ability to effectively use both. This is why integrated marketing is such a huge buzz word and goal for many organizations today because they know that each form of marketing has strengths and weaknesses and when you can put them all together your campaign will be that much stronger.

As we continue to move into a more technology based world many companies are moving to a digital platform. Some are ahead of the times and make sure to use the latest and best in technology and social media and mobile and others are way behind the times. Many however focus their efforts solely on one type of marketing or communication. This is especially true when they are communicating with the millennials. In the articles I read it I learned about how important it is to continue traditional marketing efforts as well as make sure that you are keeping up with current trends.

One article that I read spoke about how 51% of millenials still get there coupons from newspapers. The next highest percent is 50% and is from online sources. Therefore if you do not have both you are really doing a disservice to your company. Others are of course in store options as well. I also learned that even though millennials are the most technologically savvy group most of their shopping still occurs in stores.


They do however do a lot of online comparison. This means that if you are only doing online promotion for millennials than you are still missing a great share.

The second article I read about spoke about talked about the magazine All You. At first it was just a print magazine. And that is where the money from advertising came. Once the number of sales began to decline a little they added a website and social media aspect. The online component was not the full magazine but of really good content that the users wanted from the magazine. That way they would continue to go to the print magazine and also look at any ads that were on the online media.

Overall it is really important to tie all of your media outlets together. Do not ignore one kind of media because you never know who uses it and how successful it will be when combined with your other forms of media. Lastly and almost most importantly make sure the content that you distribute is of high quality and watch your audience wants that way it turns away from you trying to send them a message but more to them coming to you to find a message.



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The importance of integrated marketing efforts

Blogger: Carmina Cruz

Integration is vital for thorough and successful marketing communication within a company. It is a concept that brings all aspects of marketing communication such as advertizing, direct marketing, sales promotion and public relations together to work as a unified cohort. According to the article, “Importance of Integrated Marketing,” integrated marketing brings together all elements of a marketing plan, from newspaper ads to online ads to TV commercials. The article states that one kind of advertisement is not enough to draw in customers. Utilizing multiple marketing channels will catch the customers attention more effectively and will encourage a purchase. The article also states that “integrating all your marketing efforts, it allows for [you] to have consistent messaging across all marketing channels.” If a company does not have a consistent message throughout their marketing channels, their customers will get confused and frustrated. For example, when a customer sees an upcoming sale through traditional media such as sale ads on the newspaper and wants to browse on the company website, but the sale was not announced online, the customer will be confused as to whether the sale is in store only or if there is even a sale at all.

At this day and age, the world continues to use and rely on technology for information- which is why companies must utilize this opportunity try to steer their marketing strategies towards a digital perspective. According to the article written by Fiona Severson, “Integrated Digital Marketing: The Basics,” digital marketing is an evolution in marketing and requires businesses to “synergize their marketing efforts across various media in real-time.” She also discussed a few elements that go into the integrated digital marketing process such as implementing responsive web design so that consumers can access the company website from whatever device they are using. Another element she included was online engagement. A company should use different functions of social media such as taking feedback and asking questions to “diversify the way [you] interact with consumers.”

Companies must break down the silos within marketing communications in order to work effectively and efficiently. They cannot act quickly or make productive decisions, which are essential in marketing. The article written by Lee Odden, “Integrating Digital Marketing & PR – Breaking Down Silos Through Content,” gives an example of integrating digital marketing and public relations through content. Content is the foundation for effective digital marketing and public relations. Public relations drive an extensive amount of content creation from developing messaging strategy to solid content for newsrooms. For digital marketing, content plays an instrumental role in the marketer’s tasks of creating and developing leads and many other marketing objectives. As content is a major factor for both, there are many common ground opportunities for digital marketing and public relations, such as messaging and story, content planning, content placement and optimizing message based on marketing performance data.

Integrated marketing is important in this technologically driven world as it joins each marketing channels together to work cohesively, allowing a company to reach their customers more inventively.

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The importance of an integrated marketing communication plan

Blogger: Scott Bangert

An IMC plan (Integrated Marketing Communication) is essential to any company, especially medium or small sized firms trying to reach their customers. The blogpost, Integrated Marketing Communications: Why Is It So Important? by Renzie, points out the importance of an IMC plan and makes a solid point on why all firms, or if not most, should create and implement an IMC plan. Renzie has five big reasons why an IMC plan is important.

  1. There are more contact points for customers.
  2. There is more specialized media (digital).
  3. The customers are king.
  4. Marketing is now more data-based (digital).
  5. There is more widespread Internet usage.


In today’s digital age of technology and how fast the average human processes thoughts, companies need to be able to connect with all their customers through a variety of media and not just stick to the old way of conducting marketing. The biggest aspect is digitally using all available media without breaking the budget.

The second article, Building an Integrated Marketing Plan, by Chief Marketer Staff was very informative about how companies can create an IMC plan and why they need to. The old way of mass communication, i.e. radio, TV, and newspaper, are more costly to use individually and can defeat the purpose of a company’s brand and message by construing it through these mass media outlets. The Chief Marketer Staff asks three very important questions, clarifying the three stages of an IMC plan and how to define the brand for a company’s product.

  1. Who are you?
  2. What do you sell?
  3. Why does it matter?


These three questions help a company look inside themselves and create an image and brand name for their product or service. This article concludes with three stages of an IMC plan for existing customers:

  1. Simple Segmentation
  2. Advance Segmentation
  3. Marketing Mix Model


Answering these three questions, and then defining your brand and purpose and crafting your IMC plan through the three steps mentioned will help any company move more relevant information tailored specifically to existing customers  across all the variations of digital media. The last article, The Importance of Implementing an Integrated Marketing Plan for Your Small Business, by Michael Brito, talks about the importance of an IMC plan and provides examples of how large companies are effectively using their own IMC plan. One of Michael’s two examples is HP (PC Computer Company) and how they allow their customers to personalize their computer during purchase. Michael shows that HP really personalizes the experience of buying a computer by having real people in TV ads and communicating with customers on a personal level. This is how to effectively utilize the digital age by using peoples personal experience and sharing them to the public reaching out to potential customers on a personal level.

Why should anyone buy a product or pay for a service if the company providing them doesn’t believe it’s special or useful? An IMC plan will benefit any company in the digital age of technology. Take time to create one, define the brand, the image and reach your customers.

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The time has come for integrated digital marketing

Blogger: Josue Camsmith

2013: The Year of Integrated Marketing, an article by Chris Horton, describes how the integration of the Internet, social Media, and mobile technologies into daily life has helped shift the power away from producers to the consumers. In order for brands to stay competitive, they have to find a new approach to consumer engagement. They need an integrated digital marketing strategy. This is an approach to inform, persuade, and remind customers about the products and brands by using every element of mass and personal marketing communication. Today’s consumers expect personalization with flawless online user experiences and they want content that informs, entertains, and adds value to their lives. If a company wants to utilize integrated digital marketing then they must be patient. A Businessweek article titled Integrated Marketing: If You Knew It, You’d Do It explains that it takes time for an integrated branding plan to take effect. According to the article the average advertising campaign last about 2.3 years and the companies who are able to maintain healthy growth during that time tend to have campaigns that are more effective. Where as those that struggle to maintain growth tend to change their strategies more often.

Fiona Severson in her article Integrated Digital Marketing: The Basics explains that integrated digital marketing is no longer just a trend, “but rather it is an evolution in marketing.” In order to be successful in today’s “techonomy”, businesses need to incorporate refined marketing strategies. They have to be able to combine their marketing efforts across a variety of media platforms in real time in a consistent manner. Severson states, “Just like everyone else who is ever-present on the Internet, brands are too. Rather than just creating a presence, brands must be a presence.”

It seems what most of these articles have in common is the underlying message that the companies must work hard to maintain their brand; they have to find ways to be consistent in all layers of their business to better provide for the customer. Not only must they provide a product or service that the customer wants but they must also have a web and social media presence, and in an increasing, number of cases a mobile presence as well. Severson in her article also mentions that if you do not incorporate integrated digital marketing then your brand will begin to die out. The brands that prove to be capable will win consumers through awareness. In the Businessweek article, they mentioned how integration is much more than using the same tagline or forcing a message to the customer. Rather, “it requires a powerful, unifying strategy and compelling voice for your brand while having the discipline to lay the strategy throughout all aspects of the organization.”

An effective integrated marketing strategy is what helps makes business competitive in today’s “techonomy”. Not only will it give your brand consistency and value but it will give customers a deeper connection and familiarity to your brand as well, and lead to a better bottom line. Basically, you must form significant associations with the customers who value your brand the most. They are after all the most important and matter the most.