Integration Marketing – The Secret of Bill Gates’ Success by Mark Joyner – A Review
When I received an email inviting me to go see Mark Joyner’s quick video on his yet to be published book- Integration Marketing, I was skeptical. Integration Marketing sounded like another Internet Marketing buzz word and I was not just ready for another useless buzz word.
If you have been on the Internet for any length of time, you would agree with me that what the Internet Marketing community needs now is not another one of those things. However, because of the name behind the book, I decided to check it out. It was free and so I figured I would not have much to loose if I did not like it.
But knowing some of the things Mark Joyner had done in the past, I was quickly on my way to the download page, after submitting my name and email address. At first, I was just going to glance through it on my screen, but soon as I read that first page, I was promptly drawn into the conversation. I quickly printed that entire 49 pages and settled down to devour it, and here is what I found.
Getting the definitions straight and being able to see the battlefield, I believe would the most difficult part of Integration Marketing. But with practice and dedication these can easily be mastered.
Prior to reading his book, I had never heard about Integration Marketing, but after my second reading, I could hit the ground running with the concept. But Integration Marketing is not just a concept, it is a workable, practical thing, as concrete as cement. Once you begin to grasp it, you can see it in operation every corner you turn. It is a manual that shows you what to do and how to do it step by simple step.
The Integration Marketing book is a quick and easy read. The style of writing is both conversational and instructional. Mr. Joyner used stories and other anecdotes and graphics to bring the core concepts home. To really understand the book, there is the need to understand the definitions of the different component of Integration Marketing. Some of the key vocabulary terms used in the book are-
Unit of Marketing Value
Integration Marketing Deals
Other vocabularies include: Integrator
Integration Marketing Score
He defined Integration Marketing as “the integration of Unit of Marketing Value, example an offer or brand name, into an existing Integration Point, example, inside a Transaction Stream, such as when a cashier makes a suggestion for an up or cross sell.
Integration Marketing also brings a new definition to the word Strategy. Mr. Joyner defines Strategy as “A long term plan for achieving an aim that allows you to see the battlefield, and make consistently correct decisions quickly, no matter what may arise”
Mark maintains that the ability to see the Battlefield, enables you to formulate a good and fluid strategy and the way to do just that is by mastery of Integration Marketing.
Who Needs To Read The Book?
Integration Marketing is for anyone who seeks to bring in new cash flow or leads, or even brand awareness without having to develop new products all the time.
Benefits of Integration Marketing
The major benefit of Integration Marketing according to Mr. Joyner is that Integration Marketing Deals can be struck quickly and easily and with little resource outlay and huge potential for profit for a long time. Also with the help of the Integration Marketing Scoring, you can test your deals for profitability before embarking on them, Mark says.
Overall, Integration Marketing holds a lot of hope and promises for the regular folks, just as it does for Bill Gates’ Microsoft or Ray Kroc’s McDonald. It also holds an important key to bridging the cultural and economic gap between nations, Mark suggests. As more and more ordinary people begin to structure Integration Marketing Deals across national boundaries, they are going to begin to look out for their mutual good, thereby reducing the propensity for tension between nations.
As always, Mark Joyner has delivered a brilliant message about a concept and practice that some savvy business empire builders have used, to build multi billion dollar empires without bothering to put a name to it. Mark Joyner points out that Integration Marketing in not his brain child. Bits and pieces of it had been used by many to amass wealth. What Mr. Joyner did was to put flesh and body to this ephemeral concept, making it possible and easier for the regular people like me to wrap my head around it.
Why Integrated Marketing Communications is Essential for Small Businesses
How can Integrated Marketing Communications help me, the small business owner?
Integrated Marketing Communication is essential to small business owners because they, even more so than large corporations can not afford to misspend or waste money on a single isolated marketing effort.
For instance, as a small business owner, it may be tempting to focus on one aspect of marketing – a new website, a direct mail campaign, radio ads or as a manufacturer, simply letting your partners market for you. However, what happens if that one piece of marketing doesn’t work?
ANSWER: Your entire marketing effort fails.
Instead, wouldn’t it be great to have an integrated marketing plan that takes the best parts of online marketing such as websites, email newsletters, search engine optimization, and pay-per-click advertising and use that to make your traditional, offline efforts such as direct mail, advertising and public relations even more effective.
For instance, this may be as simple as making sure that your website has the same key words as your radio advertising and that your banners at the little league games also have the same message. To internalize a message, a person must be exposed to it several times. If you hit them three times with three different messages it is nearly the same as being exposed only once. Even worse, it could be confusing and disorienting, resulting in a negative experience with your brand.
Integrated Marketing Communications addresses this issue by creating a plan with a consistent message and then delivering it through as many media as possible, online and offline.
What are the components of an integrated marketing plan?
An Integrated Marketing Communications (IMC) plan should draw from all communications disciplines available, including online, offline, and interpersonal.
Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relation, billboard, radio, and television. Interpersonal marketing includes participating in community groups, networking organizations, your handshake, how you dress, and even how you answer the phone or return calls.
While not every communication discipline needs to be included for each campaign, it is important for any integrated marketing practitioner to be well versed in the various components so that he or she can select the ones most appropriate for a specific client’s budget and demands.
Is it better to go with an agency, or shop for individual services myself?
While both have benefits, an agency can be a benefit if you don’t already have a network of trusted service providers including printers, promotional products companies, tradeshow planners etc. who are familiar with your business. Often times, an agency can get things done for a client faster, more efficiantly and with better quality for the same or lower price. Plus, as a business owner you have to factor in the time you may spend shopping for the best price and reading reviews to make sure that the best price doesn’t give you the worst services.
However, the cost of each component shouldn’t be your primary concern when evaluating an integrated marketing plan. Instead, look at the expense and benefits of the entire plan working together. For instance, a website might cost $2,000 to build and then you might spend $10,000 in pay-per-click advertising over the next year, but if the content on the website doesn’t match the message on your direct mail, or your customer service people aren’t able to answer questions about the website then you wasted a lot of money.
Instead, don’t look at the website as a single entity. Make sure that it is perfectly integrated into your marketing strategy:
* Promote it at all opportunities. This includes not just pay-per-click ads, but also on business cards, in radio ads, even place a sticker on your products letting customers know they can download copies of the product manuals there, and print it on your receipts telling customers to download coupons on the website.
* Develop an email newsletter to offer your customers and prospective customers news and information they can use – not just a brochure to sell your products.
* Create a blog and allow people to subscribe to it. This will build trust and familiarity between your customers and your company. Don’t limit blog posts to just the president, sometimes a post from a project manager or even the receptionist can keep the blog interesting and attention grabbing.
* Create a contest – but make sure the message is consistent with your integrated marketing strategy. Have people visit your website to enter.
* If you run an advertisement promoting a specific service, make sure that that your customers can find more information about it quickly and easily. Perhaps even put a graphic at the top of your page saying “Attention 99.5 listeners, Click Here to Learn More about Gutter Cleaning”
Those are just some examples for how you can integrate your marketing plan and maximize the initial investment you made by building a website.
Isn’t an an integrated marketing communication just like any other marketing plan?
A marketing plan can be just a marketing plan for a website, or a marketing plan for an advertising campaign, but an Integrated Marketing Communications plan involves all aspects of marketing, across the entire company. This means that you are integrated all aspects of the company into a single cohesive plan.
After all you could have a great website marketing plan, an awesome advertising campaign and an award winning PR agency, but if a customer reads a press release or hears your ad and decides to visit your website where he can’t find more info about your PR or advertising message what’s the point of spending the money in the first place?
How Is Integrated Marketing Changing the World of Business?
What Are Integrated Marketing Campaigns?
Integrated Marketing (IM) is a pretty basic concept involving the unification and utilization of many forms of media to communicate a businesses message and build its customer base and brand. More importantly, IM integrates various tools by creatively linking them together into an efficient and cohesive strategic marketing campaign. It is the coordination and integration of all marketing communications tools, avenues, functions and sources within a company into a cohesive and seamless program that maximizes the impact on consumers and internet end users.
Offline Strategies Allow Business To Compliment Online Tactics
There are two main categories for IM strategies, online and offline marketing. Although the strategies begin in different platforms they are all intertwined in some way whether they are on the internet or out in the real world. Some offline marketing ideas for an integrated strategy are still very effective including: local media exposure through newspaper and other traditional print, news channels, radio advertising, television commercials, billboard ads, public relations, industry relations, social awareness and community event involvement or sponsorship.
What Are Some Specific Tactics Used In An Integrated Marketing Campaigns Online?
Online strategies are being focused on more by all sized businesses in every industry and are proving to be cost effective as well as a great way to boost global and local business. Some online strategies include social media marketing thorough sites like Facebook, Twitter, LinkedIn, Yelp and Digg, blog and micro-blog posting, search engine optimization (SEO), Pay-Per-Click Marketing, Internet Radio and T.V., podcasts, webinars, banners, video marketing, viral marketing, article marketing and much more. Yes, it is a lot to take in but the sooner a business incorporates these new technologies into their marketing strategies the better because all of these terms whether they seem familiar or not right now will become so very quickly.
Growing Business by Developing An Integrated Marketing System
Involving the new technologies discussed above allows the business owner to participate in a type of voyeurism that (if done correctly) lets them essentially read the consumers mind. If a business really uses the tools available now through new technologies they can monitor trends in the market and identify and act upon those changes almost instantaneously. This is, and will, continue to evolve to the point where we know exactly what our customer or potential clients want almost before they even know what they want. Please do not underestimate the amazing world that the online technologies are creating for business. Now is the time to get on board and really see what the future holds for business. Integrated Marketing should encompass both online and offline techniques if one expects to truly be competitive in today’s business arena.