Thought and Growth Leader Christina Motley Creates Marketing Strategies that Drive Sales as CMO on Demand

Is Your Marketing Plan Integrated?

What exactly is integrated marketing communications?

Integrated Marketing Communications (IMC) is more than a combination of a business’ marketing, public relations (PR) and advertising. By definition, integrated marketing communications is consistent brand messaging across all channels, including organizational culture, the 4 P’s – Product, Price, Promotion and Place – advertising, online marketing, sales and customer service, PR, trade shows and corporate philanthropy.

Creating an integrated marketing campaign

While there is no established formula for creating a successful integrated marketing campaign, there are steps that businesses and marketers can take to maximize engagement and prevent fragmentation. While part of integrated marketing is about selecting the most effective channels to reach your target audience, companies must be more open to evolving continuously as technology progresses and new methods of engagement are created. The different teams must come together to make sure customers’ needs are being met and that the company’s brand is consistent. According to DC Marketing Pro, “General marketing, customer service, reputation marketing, and sales are morphing into one big beast that needs to be tackled and tamed.” Companies that are not willing to do so will get left behind and eventually fail.

When constructing your marketing plan, be sure to ask yourself the following questions:

  • Can your customers find you easily online?
  • Are your customers’ online user experience on desktop computers, smart phones, tablets and mobile apps as good as their experience in person at brick and mortar stores?
  • Is your customer experience aligned with your messaging and brand promise?
  • Are you maximizing your messages across all communication channels for each of your target audiences?

So how can you create the best integrated marketing plan for your business?

Integrated marketing is more than pushing out a company slogan or image on randomly selected channels that you believe will reach your target audience. Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity (Business Week). Below you will find the seven steps for a successful integrated marketing plan, as told by writer Jennifer Lonoff Schiff:

  1. Have a clear understanding of who your target audience is.
  2. Pick your channels.
  3. Have a consistent look.
  4. Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels.
  5. Ensure that your messaging is integrated.
  6. Make sure your marketing teams/agencies are working in sync.
  7. Don’t forget to track your campaigns.

There is no concrete formula for a great integrated marketing plan, but determination, a forward-seeing CEO and a great CMO are the perfect ingredients to get one started.

The 9 Cs of Communicating the Benefits of Membership & WIIFM? | Christina Motley LLC

9 Ways to Communicate Better & WIIFM?

It’s all about WIIFM! The What’s In It For Me approach!

During AENC’s Marketing and Communications conference and luncheon Nov. 1, 2013 at the Sheraton in Chapel Hill, Dave Rendall, author of The Freak Factory and sought-after speaker, presented 9 techniques you can use to ensure you are delivering more value to your group’s members. Read more

10 Leadership Practices From AMA | Christina Motley LLC

10 Leadership Best Practices from the American Marketing Association

Leadership Best Practices Shared at AMA Regional Retreat by Expert  Marketers

I’m dedicated to lifelong learning, sharing knowledge with others and also a big believer in volunteering in both my local community and especially in giving back to my professional industry of marketing.  As such, I’m fortunate to serve in a volunteer leadership role as the VP of Marketing and Communications  for the Triangle, NC Chapter (@TriangleAMA) of the American Marketing Association (AMA; @marketingpower) and attended the 2013 annual AMA Regional Leadership Retreat, Feb. 1-2, hosted by the Baltimore, MD Chapter (@AMABaltimore). Here are the Triangle’s team key take aways which will help not only our local AMA in the Triangle of North Carolina (@TriangleRegion; @WorkTriangleNC) and other AMA chapters, but also assist nonprofit organizations and businesses.  The complete blog is on Triangle AMA’s website.

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Guerilla Marketing Wins Business

Guerrilla marketing is one approach that helps business secure clear wins over their competition. The fundamentals are simple. The belief straight forward, but not for all. Vince Lombardi said it best and guerrilla marketers must believe that: “Winning is not everything, it is the only thing.”

At the end of the day guerrilla marketing comes down to understanding that everything you (owner or employee) do or say IS marketing. Marketing is not a department, but includes everyone on the team who should ask themselves daily: How am I positively building awareness, internally or externally, on or off-line, about our company, products and services?  Am I providing the best customer service possible? Are prospects receiving the best in-store or online user experience possible? What can I do better tomorrow?  In other words, it’s an inclusive approach. Top down, bottom up, everyone is a front line ambassador and advocate for the business’ mission and dedicated to driving the desired results.

It is not surprising then, those who believe in guerrilla marketing, also believe it is the first priority. Business success comes only if people not only know but believe in and can passionately promote the company, its products and services. Business success comes only if the investors are willing to provide adequate resources and funding for the mission or successful implementation. Finally, business success comes, with this approach, with a focused, driven, relentless commitment. Constant, on-going efforts will win and consistency and repetition will drive winning results.



WebMD Marketer/Executive Director Richard Schwartz: A 1:1 Interview

Richard Schwartz, Executive Director of WebMD (@WebMD),  the leading online source for consumers and physicians, delivers credible and timely health information, tools for managing health and support to encourage health literacy, is a wealth of knowledge. receives more than 100 million unique visitors per month and another 2 million visits from physicians.  I had the privilege of interviewing Richard for his presentation to  the Triangle Interactive Marketing Association (@TIMA_NC),  a professional organization of the marketing and design industries in digital media, based in the Triangle (@TriangleRegion) area of North Carolina(@VisitNC), during  “Healthcare Marketing: The Interactive Impact” in February 2012.

Q: What is your greatest marketing challenge?

A: “Data show that the consumer and health professional preference for credible digital content and resources supersedes traditional channels.  Still, the overwhelming majority of marketing and advertising investments are in  traditional consumer (print, TV, radio) and professional (journals, reps) channels..  All research indicates that consumers bookend their MD visit with online information and validation yet only 5% of their marketing budget for consumers goes to digital.”

Q: The statistics are surprising.

A: Yes, Field reps in pharmaceuticals are never going to go away, – they do have impact, but if you look at studies that show for every 100 representatives sent out in a day, only 20 will be seen and average a less than a 2 minute interaction with the physician, and only 2 might be remembered – it is reasonable to look at engagements with guarantees and measurements to enhance traditional efforts. Online will never replace human interaction but online is the go to place for information on the end users’ terms..”

 Q: What is the biggest online trend in the healthcare industry?

A:  “The flight of credible information available to and from consumers online is unprecedented. People are involved in their health and research indicates health is one of the top things people do online. People, including doctors, can’t wait for next month’s journal or an annual conference when things change daily. Doctors are by nature lifetime learners and– science, treatments, technology – are always changing in healthcare. While some of us are good at engaging consumers and providing new healthcare content daily, we are really just beginning. The potential is great and we have the opportunity to do so much more. We have not started to revolutionize the industry like travel; shopping and finance have done online.”

Q: Is one particular social media channel or online vehicle better for healthcare marketing and public outreach?

A: Consumers are on Facebook and on community sites yet I  am not confident pharmaceuticals have solved for how and why to play there. You Tube is a great place to be (it’s actually the 2nd largest search engine after Google). In both instances, medical/legal and DDMAC have not figured out how to be here. I think it essential to look at where people are going and looking for health, who they trust. Really, I’m an advocate of using all channels-but not solely for the sake of saying – we need a Facebook page or an App, etc. until you validate the need and value. WebMD is the most trusted consumer brand (Millard Brown 2011) and you cannot undervalue the power of trust online – or anywhere – consumer will sniff out fuzzy information. Certainly, you must have a dot com presence but you need to work with other websites, other social media outlets, and even other websites like WebMD to syndicate your message and expand your footprint.”