Marketing Convergence?

Yesterday I (Matt Nelson) got a broadcast email that was warning me of the dangers of jumping in the deep end and becoming an “all-digital” agency. The warning was issued to remind me as a marketing professional that I should not ignore the “traditional” methods of marketing in favor of only digital communications, and to embrace a new way of marketing that uses all mediums called “convergence marketing.”

I found this entertaining because for over two years now this is what I’ve been referring to as “Integrated Marketing”  which is just another way to say the same thing that FirstTracks is constantly striving to accomplish for our clients. Concise, successful, measurable communications programs.

I would NEVER suggest going all digital (unless it made fiscal sense for the client based on their needs and goals) because that could alienate lots of potential customers who may prefer to connect in a printed physical manner. The FirstTracks team is steadfast in the belief that the best approach is to create the most effective “Marketing Mix”.  If postcards work for you, great! But how about we also design a contact form on your website with a custom URL printed on the card that will drive people to your website for fulfillment and tracking purposes? And then we use a custom URL that is branded with the campaign? Or maybe we incorporate an ad in a publication telling people to “friend” your organization on Facebook to get access to all the great special deals they are releasing there!?

The Bottom Line

I think the possibilities are endless, and the companies who recognize how to best leverage all these communication mediums together in a concise and quantifiable manner are the organizations who come out on top consistently.

What do you think? Can you do a better job integrating your marketing mix?

If you’re not sure how to get started, give FirstTracks Marketing Group a call at 603-924-1978 or fill out our request form and we’ll set up a meeting with you to discuss your goals.