Employing an Integrated Marketing Strategy is about allowing marketing decision-makers to view the entire marketing process from beginning to end. Developing an organizational marketing strategy begins with understanding how it relates to the overall organizational strategic plan:
Mission » Vision » Goals » Objectives » Strategies » Tactics / Initiatives
The last three components (strategies, tactics/initiatives) directly relate to marketing functions within the organization, but to be successful they must provide tracebility and accontability (i.e., metrics) as they relate to the overall organizational goals and objectives in order to promote buy-in and ownership by decision-makers (i.e., executive management).
Implementing marketing strategy best practices within the organization is based upon sound understand of structure and processes defined by the original marketing mix (the 4 Ps):
• PRODUCT or SERVICE
• PLACE or DISTRIBUTION
Today, the 4 Ps have been expanded to incorporate a consumer-oriented model:
• Not PRODUCT, but CONSUMER
Understand what the consumer's wants and needs are.
• Not PRICE, but COST
Understand the consumer's cost to satisfy the want or need.
• Not PLACE, But CONVENIENCE
Think convenince of the buying experience and then relate3 that to a delivery mechanismn. (i.e., physical or virtual location, access ease, transaction service time, and hours of availability)
• Not PROMOTION, but COMMUNICATION
Communication via many mediums working together to present a unified message with a feedback mechanism to make the communication two-way.
The PROMOTIONal (or communications) mix, with the advent of the ever-changing influence of information technology, today is comprised of OFFINE and ONLINE marketing channels.