How All Your Business Marketing Elements Can Work Together
I explain the various marketing elements, both online and offline, and how they can all work in harmony for your business.
Marketing is a rather complex topic that can be difficult for many people to understand, even marketers.
With new marketing methods and strategies popping up daily, it has become even harder to accurately classify things into the correct spectrum and clearly visualise how these various marketing elements all fit together for the benefit of your business.
So one day I came up with this analogy for this. It seemed like a really good way of explaining how marketing works to someone who doesn’t quite get it, so I hope it helps.
By the way, if you’re wondering how this fits into my usual topic, I explain that below.
The Main Players
Let’s use your home as a symbol to represent the current status of your business. Of course, you want your business to grow.
So we’re going to use the beach to represent your destination or business goal (because beaches are lovely).
The trip that you’ll be taking to get from home to the beach, that is, your current status to where you want to be, is marketing.
You have several options for transportation – these represent the various marketing activities you use to communicate and deliver value to the public.
For the purposes of this article, you can take the:
- Public Relations (Car)
- Advertising (Taxi), or
- Sponsorship (Bus)
These are just a few examples, not a full list.
A marketing channel is the medium you choose to execute the activity, i.e. the roads you use to get to your destination. Each road represents a different channel. For road options, you have:
- Newspaper Mews
- Social Media Street
- Email Avenue
- Website Way
- Blogging Road
- Television Terrace
Once again, there are many other marketing channels and more popping up everyday, for example, radio, email, billboards, etc.
Television advertising is a marketing activity
So you pick a vehicle (your marketing activity) and then choose a road or network of roads (your marketing channels) to get to your destination (business goal).
Let’s say you choose to use the Public Relations Car and travel via Newspaper Mews. (In practice, this could be press releases or maybe guest blog posts on authority websites.)
One activity can be done via more than one channel concurrently or simultaneously. You could take an Advertising Taxi and travel via Social Media Street, then on to Newspaper Mews. (In practice, this could be a campaign that starts with Facebook or Twitter Ads, then switches to ads on television.)
You can also execute several marketing activities on the same channel or multiple channels. You can drive the Public Relations Car on Website Way (blogging about community outreach on your website), then transfer to the Sponsorship Bus and travel along Television Terrace (sponsoring a TV show).
How Social Media Fits In
Now why did I go through this Marketing 101 stuff? Well, social media is often referred to as a marketing activity, considered an equivalent to advertising, public relations and the like.
I’m hoping that with this explanation, businesses can better see how social media fits into the larger marketing spectrum and use it accordingly, as a medium, rather than a separate activity.
They’ll realise that any of the activities done offline – advertising, sales promotions, sponsorships, etc. can be done online too.
So what are your thoughts? Did you learn anything from this article? How are you planning to use this newfound knowledge in your future marketing efforts?