Email Marketing Blog

Integrated Marketing Communication on the Internet

The role of marketing to organisations whether small, medium or large is a very important one. Just like many other fields of endeavour, marketing has also evolved. Concepts such as integrated marketing communication (IMC) have even developed and it encompasses various sub-parts. IMC is comprised of advertising, public relations, direct marketing, personal selling and sales promotion. Thanks to the internet, virtually every aspect of the IMC process also goes on electronically. The internet has become an advertising medium, sales promotion goes on and firms even address image issue online. The internet is the medium where all forms of aggressive marketing techniques take place.

These days, it is impossible to log online for two minutes without seeing a form of integrated marketing communication. If the website you are visiting is not advertising something then your email box will contain one form of direct marketing or the other. If any of these does not happen to you (don’t worry, it will) then you will get a pop-up window which I must confess that I hate terribly. One can safely say that the internet is littered with marketing without stepping on anyone’s toes. Well known search engines generate big advertising revenues for their owners while social networking sites have also been turned into a hub for generating millions in revenues. Most firms are into one form of internet marketing or the other. Everyone does it including phone network providers who employ techniques to see worldwide roaming fees compared. This trend does not look like it will ever end so brace up for more Integrated Marketing Communication on your computers.

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Defend Your Marketing Approaches

It has been an era of marketing development and a stage where business developers are doing their best in order to develop their businesses and promote it among people. Online advertising and marketing approaches are among the most common methods for marketing and even paper shredders companies are expanding through these means. However, many times a business institution is at risk because of defamation – when concurent businesses or incorrect publishers and reviewers wrongfully criticise your business. This is when you can take actions against those people and clear the name of your marketing approaches and business activity.

You will cenrtainly win a case of defamation if the wrongfully presented facts are published by some publisher, business, in a leaflet by the competition or even by an angry customer who misrepresents the facts about your organisation. The problems with defamation are mainly the ones of degrading the business value of your activity and all you need to prove is that the defamatory statement has been made in front of potential or current customers or to the general public.

Claiming compensation in such cases is a standard procedure. Your marketing technique needs to expose the facts about your company with a degree of truth simply because stating them otherwise will constitute and justify the defamatory statements as correct. This is the reason why your marketing strategy needs to reveal the truth about your business. The more a marketing approach describes about your business activity, the better this would influence you protection against unpleasant statements made by the competition and the press.

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Selling services

When you think of email marketing, most people tend to think of companies and organisations that sell products, yet businesses that provide services, such as financial advisors, beauty therapists and even charities need to reach out to potential customers, clients and donors too.
Selling services are different to selling products, especially when it comes to email marketing. If you’re promoting an intangible item like financial advice then you can’t really include pictures of what the clients are going to get if they hire you rather than any other financial advisor out there. Unless you have a really good looking employee in the office, and then it might be worth including their picture!
A marketing email full of text describing what you can offer in terms of financial advice, or listing the achievements of your particular charity is going to be consigned to junk mail pretty quickly, unless you find some way to jazz it up. I know; it’s difficult to jazz up pensions and investment chat, but even a few clip art images of piles of cash should mean people are more likely to read on!
Everyone is looking for something for nothing these days but it is much more difficult to offer freebies if you are selling yourself or your knowledge than it is to sell a product. Product sellers can offer BOGOF (buy one get one free) so potential customers think they’re getting a bargain. Even charities can offer free gifts – pens seem to be a common one – to encourage people to read on or send off for information. As the product itself and a living person, the best you can offer is a free consultation; but make sure you get that bit in the “Subject” otherwise a lot of people will hit delete before they even open you up!

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Communicating with diverse clients

As an increasingly outsourced business function, e-mail marketing companies are finding their travel requirements increasing as they move from country to country in order to meet with and service client needs across the world. While the internet has (both helpfully and profitably) rendered the world a smaller space, the hassle of travel is still very real. While companies struggle to minimise costs in order to eke out profits from increasingly cost-cutting clients, these same clients have an expectation of face to face meetings at short notice. Finding low cost flights and hotels online is the first port of call for the price conscious manager, but other costs such as local calls (you could try Worldsim for low cost roaming) and taxis (ask the local company you’re visiting for their preferred providers) tend to mount up. That’s to say nothing of the expectation that clients have when it comes to your entertainment budget. Setting expectations here is of paramount importance, ensuring that you have minimal time and challenging connections to make will reduce the likelihood that a client will be looking forward to a late night drinking session and a slap up meal – and remember, that the more you spend on entertaining, the more that client will be tempted to demand that you fly all the way back and do it again!

So build a challenging schedule, let your client know about it and then make sure you stick to it – you’ll save yourself time in the long run, and your company an awful lot of money.

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