Give Pieces a Chance: A Case for Integrated Marketing in the Digital Age

Posted on April 14, 2011. Filed under: Communications, Jazz, Marketing, Media, Public Relations Marketing, Social Media, Uncategorized | Tags: , , , , , , , , , , , , , , |

Here are a few disparate but related thoughts that will roll into the topic of this post – how to make integrated marketing a reality. Today’s musical post is Pieces of Dreams, a jazz standard sung by Sarah Vaughan, backed by the orchestra of Michel Legrand, its composer.


The song title connects to the post title: Give Pieces a Chance. Now, I could have selected the John Lennon/Yoko Ono hit about ‘peace’. But I really wanted to stick with the idea of ‘pieces’ – read ‘tactics’ — and their relationship to successful integrated marketing.

So, the Legrand song seemed to be a better tactical choice in support of my strategic objective – to start a useful discussion about integrated marketing. Also – I believe that true integrated marketing is sitll a dream. And – the song had double appeal because an excellent jazz band Pieces of a Dream – who hail from my home town of Norristown, Penna and used to play at our family’s parties – derived its name from this same Michel Legrand tune.

Call me sentimental! Marketing is about emotions after all! But there’s definitely an intellectual piece first…

Integrated marketing in the digital age. Here’s why I decided to write about it again. Earlier today I read and commented on a wonderful blog post by Jill Adams, CEO of Adams & Knight, an integrated marketing agency. Her post was titled “Stop Chasing Digital Crazes: Tomorrow’s Top Brands Will Be Led by Fusion Marketers – Not Social Media ‘Gurus.’”

After reading her post, what I recognized is that the integrated marketing battle is no different today than it’s ever been — except for the fact that we have many more tactical tools to choose from and that there is more of a willingness to at least consider blurring the boundaries between various marketing disciplines. Historically there have been turf wars for both budgets and bragging rights among various contributors that have negatively impacted results.

Even though I come out of PR, I’ve made it a point to understand the big picture in order to be able to support various marketing pieces with media visibility. ‘Big picture’ is the operative term here because you have to see the big view to identify overall objectives and strategy. Then it’s a question of having a big tool box. No one person can implement all of the important efforts, so we need to collaborate with trusted colleagues who can bring their expertise to bear – everyone with an eye on what will move the ball ahead to the objective.

What will work is different for every project, assignment and initiative, which takes flexibility and ever greater creativity. What’s most important for success is how we think about each effort. THINK!!!!!!! Thinking is at the root of the creative process. It’s not what we know about Twitter or Facebook or a flave of the week digital offering that will achieve success for our brands.

Yes we have to keep informed as never before because everything cycles through so fast. But we have to think about what we want to achieve, what the best tools are to get there, who else we need to collaborate with to make it happen. If we don’t think about the tactical pieces of what we’re doing in terms of the strategic whole, they’ll never have a chance of getting us to success.

Now this post has been very theoretical. Next time I’ll share some recent client projects to give you a more practical view of marketing integration.

Please jump in to share how your strategic vs tactical thinking works – whether or not you’re a marketer.

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What’s Your Online Marketing Plan? A 4-step outline for success.

Posted on April 13, 2010. Filed under: Content, Inbound Marketing, Internet Research, Internet Traffic, Jazz, Public Relations Marketing, Social Media, Uncategorized | Tags: , , , , , , , , , , |

Today’s musical post has nothing to do with the marketing post. It has to do with the most beautiful week of the year – and an admitted bout of Spring fever. Everything’s bursting out in bloom. This April is particularly enjoyable as signs of economic recovery are in the air. Enjoy Sarah Vaughan’s upbeat take on I’ll Remember April. You might have to listen and read separately. I’m having trouble multi-tasking on this one!


Lately I’ve been speaking with a number of companies who have jumped into the online marketing world. They have a website, a blog, a Facebook fan page and a Twitter account. Only one problem. They don’t have a plan.

Here’s a typical scenario. The website hasn’t been updated for a Web 2.0 world. It hasn’t been optimized for search engines, there’s no clear call to action or data capture point, there’s no shareable information and the site doesn’t necessarily reflect the personality of the business or the interests of its audiences.

The blog is a bunch of commercials or just offers links to other people’s industry information – and it isn’t connected to the website. The last post was six months ago. The Facebook page has exactly the same information as the homepage of the website. The Twitter account tweets occasionally about god knows what to who knows whom.

Woody Allen said, “Eighty percent of success is showing up.” So these businesses are definitely on the right track. They just need to figure out the other 20% – the basics. Here’s an outline to start you thinking.

  1. Marketing communications basics still count. First, ask and answer these questions:
    • Who are your audiences?
    • What are your key messages?
    • How are you positioned relative to the competition and the marketplace as a whole?
    • Do you have a recognizable brand identity/personality and do you employ it consistently throughout your communications?
    • Do you have clear marketing objectives?
  2. Start with your website and make it a functional hub for all of your online marketing communications.
    • Redesign to reflect your company’s character and meet defined objectives.
    • Identify the keywords/search terms for which you can realistically hope to rank with search engines.
    • Optimize your site and the content.
    • Make sure your content is updated regularly and includes your key messages, keywords and search terms.
    • Use a variety of content platforms – text, video, audio, PowerPoint, etc. 
    • Add analytics.
    • Make your site interactive.
    • Add a blog or connect the one you already have.
    • Add info-sharing capabilities.
  3. Select social media that make sense for your business by making sure that your key audiences are there.
  4. Integrate and leverage everything.

In future posts we’ll flesh these topics out. In the meantime — Smell the flowers!!!

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