The essence of Internet marketing is to reach different markets according to their preferences. Yes, you can save money by using e-mail instead of direct mail, but if you sell products that are primarily targeted toward the 65 and older market, you’ll have a heck of a time trying to get them buy from you through e-mail. So Internet marketing may not be the best strategy for you.

On the other hand, if you are targeting 18-25 year olds then direct mail is much less effective than e-mail marketing and web-based marketing strategies. The younger generation is much more web savvy than the Baby Boomers and a lot more trusting of the technology.

But what if the product or service you offer has no generation-specific market? If your product or service has mass appeal and could attract the attention of anyone of any demographic then you should consider all forms of marketing as possible. Integrated marketing is making sure that all of your marketing communications are consistent and convey your core message while adapting it to fit the medium, technology, and preferences of the target you want to reach through that medium. Integrated marketing will become a staple in business simply because the subsets of your target market are more savvy consumers than previous marketing audiences and because they have different needs and desires. Address the needs and desires of each target market you want to reach through their preferred communication media and you’ll be a successful integrated marketer.

Caroline Melberg
Melberg Marketing
Blue Chip Marketing Tips
Small Business Mavericks

Tags: consumers, Integrated Marketing, media, target market

This entry was posted on Sunday, December 30th, 2007 at 8:52 am and is filed under Integrated Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.