The curtain opens at Carnegie Hall and each of the 12 members of the Big Apple A Cappella Choir takes a deep breath, preparing to fill lift their voices in song and delight the audience with a performance worthy of a standing ovation. Yet the audience is instantly overwhelmed with confusion. The singing has begun but everyone is out of key in a perplexing mess no one could possibly describe as music. Each member is singing a different song.
Ideally, each member of the choir sings a part of the same song that harmonizes with and supports the other singers.
The same is true with the different parts of your marketing, and never before has it been more important for marketers and fundraisers to take this, the sixth step towards gaining market share now:
6. Increase the integration of all marketing actions and initiatives with your website and Internet marketing.
Time and again I’ve seen the results of a campaign (whether it’s only a direct mailing or a multi-media program) being strengthen by incorporating the client’s web site, as well as the use of other media. And frequently I’m seeing marketers and fundraisers not taking the time or steps to combine their most powerful communications tools.
At the heart of the rationale for integration are three parts:
- Improved results
- Increased efficiencies
- Strengthening of the brand
With huge populations turning first to websites to garner information for the decisions they make and as the place where they take action, it’s essential to make Internet marketing a core, foundational part of every marketing component.
Is your organization fully integrating all marketing, sales or fundraising assets?
