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Uniting Marketing Communications with Technology Tools

marketing communication
by Kenneth Rudich
With today’s dizzying array of marketing communications channels, platforms, technologies and techniques, it’s become more important than ever to use the right ones in the right way.  It’s a must if an enterprise is going to get the best dividends from it.
Once you’ve established your communications strategy goals and objectives (such as, for instance, building brand awareness, providing customer service, inducing customer engagement, promoting sales), it’s time to walk through the platform/channel alternatives that merit consideration at the tactical level.  It’s imperative to understand how each differs in purpose and protocol; how they can be mixed and matched to complement one another; and most importantly, how to maximize their potential value along the entire value chain.
Unraveling it all in this manner will actually help bring your communications initiative into focus.  It’ll also make it easier to prioritize your effort for building and maintaining a productive technology infrastructure.

Marketing with Technology

Here’s a short list of examples to give you some idea of what this might entail:

Internal and/or external marketing, training and education.  Technology enables an ability to deliver “just-in-time” information to employees, prospects and customers. Even better, it provides the capacity to offer it in multiple formats (e.g., text, audio, video and graphics), and on multiple platforms.  One currently popular strategy is to give the target audience an opportunity to choose the time, place and manner for receiving information.  You’ll need to determine which mix of technical channels and platforms will help most with meeting your objectives.

Internet marketing.  This type of marketing can be both broad in scope and very sophisticated.  It often includes an astounding number of technical elements, such as Website Design, Search Engine Optimization (SEO), Search Engine Marketing (SEM)/Pay Per Click, Email List Building, Keyword Research, HTML, Auto Responders, Market Research, Electronic News Letters, Outbound/Inbound Link Building, Web Analytics, CSS and more.  Whether you wish to deploy a basic internet marketing strategy or an advanced one, you’ll want a good grasp of what it will take to pull it together.

Social Media Marketing.  Social networking has ushered in a whole new era for marketing and promotion.  Platforms like Facebook, Twitter, Blogs, LinkedIn, GotoWebinar, SlideShare, Foursquare, Youtube, Vimeo and others offer a full range of opportunities for grooming a brand image, both internally and externally.  Be aware, however, they do require technical planning, set-up and maintenance if they are going to be truly effective at serving your purpose.

Mobile Marketing.  Today’s abundance of feature phones, smartphones and tablets have made it unwise, if not virtually impossible, to ignore this avenue. Strategies for capitalizing on the power of mobile technology include text messaging, 2D barcodes, mobile website, location marketing, branded apps and advertising networks.  Though any one of these can reward a business with good results, it does require some background knowledge for navigating this path.

Take Marketing Action

After settling on a direction to take, you’ll want to draft an action plan for the implementation of it.  By doing so, you’ll lessen the risk of your marketing communications initiative becoming too convoluted or downright unwieldy.


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