Digital marketing is not everything
The process of an effective marketing strategy starts with understanding the reason of why we are doing marketing, value proposition and having a clear idea of what the purchasing process involves. However, another relevant aspect, is the clear understanding of using traditional and digital marketing channels. This critical knowledge supports decisions made for budgeting definitions, timelines and strategies, in order to reach our objectives.
Traditional mediums include newspaper, radio, tv, magazines, billboards, direct mail and so on. Whilst, digital marketing channels are search engine marketing (SEM), social media, content marketing, email marketing, mobile marketing and pay per click advertisement (PPC). Both of those allow us to communicate and add value to our target audience. Digital marketing is well-liked as it is considered cost-effective and easily accessible especially for small business and entrepreneurs. However, some experts such as Mark Ritson, argue that marketers should be open to all media communication as all of them contribute to a percentage of the market.
In other words, Integrated marketing communications (IMC) is key for brand building. IMC refers to the combination of different marketing channels in order to promote a message and reinforce one another. The following video illustrates the case of Carling Black Label and their campaign called 'Be the Coach'.
This brand integrated offline and digital marketing channels in a 7 weeks campaign that was launched in TV, press, radio and online. A unique code under the bottle cap of Carling Black Label beer allowed fans to vote for their favourite players with their mobile phones, on a special website built for this campaign. Also, fans could share their favourite players on twitter and Facebook after voting. As a result, 10.5 million votes and 85.000 people attended to the soccer match. Carling Black Label Facebook page grew by 450% and 600% on twitter.
To conclude, an effective marketing strategy does not rely only in digital marketing as they represent only a percentage of the total market.
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