{"id":1494,"date":"2010-11-04T13:15:02","date_gmt":"2010-11-04T17:15:02","guid":{"rendered":"http:\/\/www.exomarketing.biz\/\/?p=1494"},"modified":"2010-11-04T14:47:12","modified_gmt":"2010-11-04T19:47:12","slug":"exo-integrated-marketing-would-like-to-thank-the-industry","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/exo-integrated-marketing-would-like-to-thank-the-industry\/","title":{"rendered":"Exo INTEGRATED Marketing would like to thank the industry"},"content":{"rendered":"<p><strong>We know these aren\u2019t the Oscars, but we\u2019ve always wanted to say that. <\/strong><\/p>\n<p>We still remember how things were, way back when in 2002, when we came out with our Integrated business model. Few people understood what that meant. We had to constantly explain what the difference was between Exo, an Integrated Marketing firm, and our non-integrated competition (almost every one else). But over the last years things have changed.<\/p>\n<p>So here we are. 2010. And finally the marketing industry is getting the Integrated point. It\u2019s been quite the ride. Thanks for proving us right.<\/p>\n<p>In these social media days we find the Integrated model being referenced as \u2018the right way of doing things\u2019 everywhere. And rightfully so. But it took a whole new channel, a whole new way of doing things, for people to realise the value of integrated marketing practices. And that\u2019s a little sad, because the integrated theory was applicable even before the social media marketing phenomenon.<\/p>\n<p>These days, one specialty is not enough to leverage the maximum out of a company\u2019s marketing activities.<\/p>\n<ul>\n<li>Advertising is good, but without research is just a shot in the dark.<\/li>\n<li>Press releases are good, but without tapping into web 2.0 practices, practically useless.<\/li>\n<li>Market research is good, but without analysis and recommendations, well, it\u2019s just fluff.<\/li>\n<li>Strategy is good, but without action, it\u2019s just pretty words.<\/li>\n<li>Branding is good, but without social media, it\u2019s just a delusion.<\/li>\n<li>Communications is good, but without strategic targeting, it\u2019s just noise.<\/li>\n<li>Social media is good, but without sales, it\u2019s just chatting.<\/li>\n<li>Lead generation is good, but without a proper CRM and a trained sales force, it\u2019s wasted potential.<\/li>\n<\/ul>\n<p>All these component alone (and there are many more) are good. They are. However, integrated together, technology, expertise, and implementation, become exponentially more efficient. That\u2019s the difference. That\u2019s our business model.<\/p>\n<p><strong>THE LEFT HAND MUST KNOW WHAT THE RIGHT HAND IS DOING<\/strong>.<\/p>\n<p>Burn those words into your retinas. They will save your business.<\/p>\n<p>Integration is the only way to go. Everything is becoming integrated, not just skills and disciplines. These days, IT solutions, if you can call them that, like hubspot, Marketo, radian 6, etc, are part blog, part analytics, part social network, part CRM, part project manager, and I could go on.<\/p>\n<p>Your phone is part MP3 player, part TV, part radio, part computer, part CRM, part game station, part car door opener, etc. Your refrigerator is part butler, part computer, part on-line store. Your car, your home, your cable company, everything around you is tending towards integration.<\/p>\n<p><strong>So, ask yourself this: If everything is tending towards integration\u2026<\/strong><\/p>\n<ul>\n<li>Why am I using an advertising firm to handle my communication needs?<\/li>\n<li>Why am I using an IT firm to handle my website design?<\/li>\n<li>Why am I using a survey firm to handle my strategy?<\/li>\n<li>Why am I using all these different disembodies components, when I could get everything to work seamlessly together using one integrated marketing firm?<\/li>\n<\/ul>\n<p>And no, that age old adage of \u2018jack of all trades, master of none\u2019 does not apply. At Exo, we\u2019re all experts, however, we\u2019re all experts in different fields. Integrating all those fields proficiently together to give our clients complete services that go from strategy to implementation was always a point of pride for us. It\u2019s our strength.<\/p>\n<p>Having some support within the industry is fantastic. Having entities like ClickZ for example, which we\u2019ve respected since our beginnings, support the integrated marketing model is very rewarding for us. We all smiled when we noticed that ClickZ now has in Integrated Marketing section on their website.<\/p>\n<p>In further posts, we\u2019ll discuss other benefits of Integrated Marketing, we\u2019ll delve a little deeper into what it means to work with an integrated marketing firm, and why it\u2019s essential for businesses to do so.<\/p>\n<p>But the main thing to take home from this post is that the world has changed. To paraphrase Don E. Schultz: Modern marketing is built on a marketing theory that is Industrial Age. It focuses primarily on production, distribution (place), pricing, and promotion. The traditional 4P\u2019s of Marketing worked well between 1950 and 1960 when the theory was developed, but today we live in an interactive, globally connected, customer-driven, service economy where time and speed are of the essence. Mass production and mass consumption are turning into mass customization, and marketing practices and theories have to adapt to that change.<\/p>\n<p><strong>In other words, the marketing world isn\u2019t flat anymore. <\/strong><\/p>\n<p><strong>The Exo Team<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We still remember how things were, way back when in 2002, when we came out with our Integrated business model. Few people understood what that meant. We had to constantly explain what the difference was between Exo, an Integrated Marketing firm, and our non-integrated competition (almost every one else). 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