Marketing integration trumps online only

by Tony Fannin, president, BE Branded

It’s been interesting to read some of the information that’s beginning to come in about the affects the online world has on the principles of marketing. So far, it’s not the “new world order” as some predict. Curiously, the results and stories are showing that integration of marketing tactics is more effective than just going online alone.

In a research study done by Magid Advisors (a research and business consulting firm) found that the majority of multitaskers – those who watch TV and are online at the same time – ended up overwhelmingly noticing and watching TV ads over internet ads.

Integrated marketing is becoming the key factor in business success. It’s not good enough to be just in one place. It’s not wise to plow your whole budget into online tactics or traditional marketing. To really understand where to spend and how much to spend, you first must understand your customers. Where your customers “hang out” is where your brand should hang out. The “everyone’s doing it” mentality is dangerous. That’s something you should have learned in your youth (smoking, drugs, drinking, etc.) This mentality has yet to deliver a positive ending.

Honda, for example, has tried an “experiment”. They quietly launched a Facebook page titled “Everybody knows somebody who loves a Honda.” It encouraged visitors to post up their stories and their friend’s stories about how they love their Honda. It was first supported with a light push of online advertising. It did get quite a bit of attention with just online marketing. Then Honda added TV to the mix with :15 and :30 spots. The campaign got a huge boost. The result was Honda added over 1.2 million fans. An additional site was added to the strategy called This linked back to the Facebook page. Mr. Peyton, CMO of Honda, was very surprised to see what tactics brought what results since they could track which media was generating the login spikes. For example, 50,000 people would sign up after one day of TV ads on an NFL game. “TV isn’t dead, but rather an adjunct to community-based marketing…”, said Mr. Peyton.

Many marketers are experimenting. We are experimenting. I don’t believe anyone has any real answers yet. To me that’s the fun part. You have to be smart, creative, and bold in this new marketing world. I don’t think the timid will fair very well because by the time you think you have something figured out, there’s something new that changes the game. I believe you must be comfortable with being uncomfortable.

One truth I do believe remains, core marketing principles still apply. Regardless of form (online, offline, or somewhere in between), we are still communicating with real people and marketing principles have a long track record in understanding how to effectively communicate with people in a real, emotional way, no matter the form. And that’s the beauty of it. They still apply no matter what new killer app comes along. This gives you a foundation to base your marketing and advertising decisions on. A strong foundation will support a wealth of experimentation.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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