Integrated Marketing Vectors
Helen Strong
Integrated Marketing Vectors: Purpose
The literature is full of advice to marketers to ensure that they use an integrated marketing strategy. This is based on the observation that the combined effect of synchronized activities is usually greater than the impact of the individual tactics alone. This model provides the framework for marketers to decide which activities have the greatest multiplier effect to maximize achievement of marketing objectives.
Marketers will use the concept to refine their marketing mix to optimize their objectives. It enables the assessment of combinations of marketing strategies and tactics.
Integrated Marketing Vectors: Structure and Description
This new model (Figure 21.1) is based on concepts found in physics and mathematics. Simply stated, a moving object has inertia (resistance to move), velocity (speed), acceleration (change in speed), and can be influenced by forces (vectors), which can change the direction and speed of travel.
If we apply this thinking to marketing, we can see that the brand is the object and the forces that influence the movement of the brand include all the elements of the marketing mix, the target market and its preferences, and situational factors.
If the marketer wants the brand to grow (move up), then he or she needs to align the direction of the vectors, paying particular attention to the main influences that are affecting the brand at any one time.
Figure 21.1 Integrated marketing vectors
Even the concept of inertia (i.e., the force that stops an object from moving from rest) is applicable in marketing. When launching a new product, the marketer has to overcome consumer resistance to change through the strength of the appeal of the brand, and overcoming factors that may prevent a consumer from trying and switching to the new offering.
The previous illustration is not all encompassing. While there is a common set of vectors that influence the growth of a product, there will be specific forces more active in different markets. For example, in the food industry taste is usually the most significant determinant of preference, so this factor would be given an individual vector for monitoring. In other markets, shelf space is the crucial element because the buying decision takes place within the supermarket.
Integrated Marketing Vectors: Strategic Considerations
If any of the marketing forces are misaligned, they will work against the desired growth objectives for the brand. If one can identify the strongest forces contributing to growth, then additional resources can be allocated to these areas.
However, the strength of the model lies in the realization that vectors do not act in isolation. One may find that there is an optimal combination of vectors. The order of promotions could play a part in generating maximum response. All these variations need to be tested.
Integrated Marketing Vectors: Implementation
This model is not intended to eliminate marketing elements. Rather it seeks to optimize their combination. Researchers need to conduct consumer researchG and evaluate the marketing program to establish:
• Desired brand image and factors that contribute to it
• Desired growth rate, with an evaluation of which marketing activities drive sales
• Target market definition
• Target market needs: This factor is used to compare the alignment of the marketing mix and strategies against those needs
• Extent of distribution compared with target market distribution and that of competitors
• Product function in terms of how well it meets consumer needs, desires, and expectations. The function is also compared with competition and possible substitutes
• Media strategy and resource allocation, including role and efficiency of the medium in achieving it (e.g., building awareness, driving people to the website, generation of leads, purchases)
• Engagement activity:
○Websites
○Social media
○Events
• Competitive brand and marketing mix strengths and attractiveness for the target market
Looking at the model simplistically, if out of every 100 sales 20 come through the website, 50 are from loyal users, 15 are from promotions, and 15 are from in-store decisions, then marketing will first assess the costs and ways in which to increase loyal users.
After that, the question will be: How do we drive people to the website? and, subsequently, How do we optimize shelf space or positioning to maximize in-store sales?
Integrated Marketing Vectors: Conclusions
The model requires an evaluation of the entire strategic marketing process and helps identify and give attention to the main drivers for sales and growth. For future development of the model, it may be beneficial to attempt to adopt a rigorous approach, defining equations to describe the actions of the marketing vectors.
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