TonyonMarketing

November 19, 2009

What Is Integrated Marketing ? What is Strategy and Tactics ?

Filed under: Advertising,Brands,Clever Tactics,Email Tactics,Social Media — trtoronto @ 11:07 pm

Its odd how old explanations in marketing get recycled over and over again.  Lets be clear once again that an integrated marketing approach is not a strategy, it’s the tactical delivery of a marketing strategy. I think that distinction is critical, because without the right strategy no amount of  talk about integrating multiple platforms and mediums makes much sense. In fact, in may instances integration is simply interpreted as doing more kinds of stuff. The problem with more stuff is that stuff without a central strategy can actually cause one stuff to combat and conflict with some other stuff.

Tony Russell

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