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Home » OMN London Blog

Blended Marketing: Breaking the Rules

Submitted by on July 19, 2012 – 3:12 pm |

Today’s marketers need to be more agile and flexible than ever before. Technology adoption (and rejection) rates are forcing those that want to stay at the forefront of marketing to learn, to adopt and most importantly to be able to communicate ROI to those whose job it ISN’T to understand.

Client-side has other worries. That’s why agencies exist! To consume, digest and divulge what works.

To take full advantage of the opportunities arising from the change to how people are communicating, with both each other and brands, we need to not only ignore the old rules, but actively break them!

It’s all about blended marketing… two-way communications, audience engagement, buying cycle management and community building – these are the new benchmarks and performance indicators.

Marketers with old school thinking work in silos. For them, marketing objectives and KPIs are broken down by channel. This is a hugely ineffective way to manage marketing!

It’s not about one-way broadcast advertising anymore, although advertising can play a part in a blended campaign. Social media is much more than the volume of likes on a page.

PR is no longer about gaining attention through appearing in the media, although the media is an essential part of any blended online marketing campaign.

Success is not solely about appearing number one in Google for your head keyword, it’s about blended search and having the right content appearing in the right format to target the right user at the right stage in their buying cycle.

Content marketing is only partly about creating the content. In blended marketing it’s what you do with that content that counts.

Blended Marketing = advertising + PR + social + search + content

Through dealing with marketing professionals day-in and day-out, which is a sublime pleasure I may add, I’ve definitely noticed that there are those that are more open to change than others.

Old habits die hard as they say, but for some old habits are un-dead zombie habits that just won’t die no matter what!

It comes down to objectives… if you are marketing for the sake of marketing (Super Bowl advertising?) then it must be difficult to get excited about the opportunities that technology has provided us with.

If, however, you are marketing to communicate directly with buyers, make your organisation more visible online and drive people through your sales process then this is an amazing time to be in the game!

Silo based thinking has the attractiveness of simplifying a strategy into bite sized chunks but it’s an illusion. It complicates things as you have to reconcile lots of different KPIs and objectives.

Blended marketing is much simpler when used to create top level strategies. It uses the media for authority, social and search for reach and visibility and content to drive users through a buying cycle. It’s an integrated approach with conversion, in whatever form, as its objective. Simple!

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