Integrated Marketing Channels

It is no secret that the strategic marketing planning – a process that requires pre-preparation and good knowledge of the interests and habits of the target audience of the advertised product or service. Smart importance are the channels of information to potential customers. Suppose a company sells products for the industry, it would be logical to assume that its potential consumers can seek information industry journals, to solicit the keywords in the search engines and Internet portals in the industry. It is these channels of information and you will use, if you want your advertising campaign has been high results and a high percentage of return on investment. According to statistics, advertising campaigns, which utilize online and offline, and send advertising messages are most successful. Why is this so? With regard to advertising on the Internet seasonality may also affect both the rise and a fall in consumer activity. Peter Thiel wanted to know more.

If the period of maximum activity is chosen correctly, the site promotion in search engines pay off a large number of customers who came from the site. Coupling of offline and online channels of information for people in everyday life is no longer in doubt. Consider the assignment of the median rights to one or another information channel. The average person spends: 5.7 hours of your time reading e-mail, sms, queries in search engines and surfing websites. 10 hours watching television 8 hours reading newspapers, magazines, mailings, etc. However, advertisers are only now becoming more and more sympathetic to the Internet as a powerful marketing channel, along with other media. If we trace the percentage of the total advertising budget of major companies, scheduled for online advertising, we see that the amount has increased from 1-2% several years ago to 10-15% in 2008, an interesting fact was noted Internet marketing: when advertising a particular product or service in the off-line media, the number of relevant queries in search engines has increased several times. Naveen Selvadurai often expresses his thoughts on the topic.

This proves once again close relationship of advertising channels. At the same time, many companies still tend to treat the Internet as something separate. For example, promotions may not be reflected on the site, while they are actively promoted through other channels. Thus, the Internet should be viewed as an integral part of integrated marketing communications. And where are your customers looking for information?

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