What is integrated marketing & why does it matter?

Integrated Marketing is a strategy that reinforces your company’s ultimate message and is consistent across all communication platforms. It is important because consumers are present online as well as offline. In the tourism industry, in order to be competitive, you need to be where the traveler is and create relevant content that travelers trust. Unifying all channels of communication is key to having an effective marketing plan.

Here are 7 key components of a great marketing program:

+ Brand Analysis – Prior to implementing a campaign, it is necessary to carry out a brand analysis containing actionable recommendations to improve your look and focus your message. Our in-house design team can also help you update or refresh your current brand and logo.

+ Marketing Strategy – After a thorough analysis, an integrated marketing strategy is developed and will serve as a roadmap for the implementation of the integrated marketing program, which is tailored to the needs of a specific consumer. The strategy will integrate current and targeted use of all channels: social media, search engine optimization, blogging, content, public relations and trade relations.

+ Website and Content Development – Once a consumer finds your website, the goal is to make it so captivating that they want to stay on the site, engage in your content and share it with others. Developing a contant calendar and assigning content generation resposibilities will help you decide the type of content to post, where you will post it and how frequently. Finally, try to engage your team, so that everyone participates in the content generation process.

+ Social Media Strategy and Blogging – Social media gives you a place to talk to your consumers before they travel, while they’re on their trip and after they have returned. Social media strategy encompasses social networks, blogs, micro-blogging sites and third party sites. You should determine the best channels to use for your target markets, and what content to post.

+ Creative Campaigns – With all pieces of your marketing foundation in place, it is convenient implement a series of creative campaigns and sweepstakes designed to draw visitors to both your site and social media platforms while synchronizing your marketing message and brand value for maximum effectiveness.

+ PR/Media Outreach Strategy – In this point you should employ simple but effective monitoring tools and indicators to allow you to identify influencers in your market. Then you can “listen” to the conversations taking place online, join ongoing conversations, build trust, and demonstrate expertise. You should also develop a database of contacts and design effective outreach campaigns to reach local and international media, relevant bloggers, guidebooks and sales intermediaries.

+ Trade Distribution Strategy – If you work with business to business sales, you should try to take your relationships online by developing a dynamic database that tracks all communication with trade partners; from the initial email/call, to in-person meetings at trade shows, and shares on social media sites by each partner.

A great example of an Integrated Marketing project is the Namibia Online Campaign. The goal of this campaign was to ensure the necessary tools and capacity to combine online marketing activities with their current overall marketing strategy.

This blog post is from www.solimarinternational.com/resources-page/blog/itemlist/tag/Integrated%20Marketing%20Program

 

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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