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TASK 1: You are going to read an article. First, match each part of the text with a heading that sums it up best.
‘Integrated Marketing’ Latest Buzzword, Critical Ecommerce Activitaay
April 19, 2013 · by Dale Traxler www.practicalecommerce.com
Seemingly, when I become comfortable with a widely used technology term, someone creates another version. That’s frustrating. But having been around technology for roughly 30 years, I’ve grown used to it. I may have even contributed to it as a marketing professional and author.
A quick glance through Practical eCommerce articles yields buzzwords like “hashtags,” “tweetchats,” “key performance indicators,” “A/B testing,” “conversion rates,” “cloud storage,” “platform as a service (PaaS),” “software as a service (SaaS),” “sales funnel,” “lifetime value of a customer,” “post engagement,” “app engagement,” “link clicks,” “personalization,” “customer interactions,” and many more.
I bring this up because I have been writing content for a company that delivers marketing services to support ecommerce merchants. I am not sure what to call many of those services — i.e., “email marketing,” “SEO,” “UI and UX optimization,” “PPC ads,” “social media posting and management,” and coordinating consistent messaging across different channels and devices.
‘Are those types of services now called “multi-channel marketing,” “integrated marketing,” “digital marketing,” “Internet marketing,” or “online marketing”? I researched using Google and found that of those terms, more people search for “Internet marketing” (300,000 per month) and “online marketing” (165,000 per month). Multi-channel marketing draws a mere 3,000 per month in searches.
Why is that and what is the difference? In this article, I’ll offer my definition of commonly used marketing terms, and suggest which of those activities are most important.
Terms and Buzzwords
Internet marketing. This may have been the original terminology — hence it is still the most widely used. It includes any type of marketing that was done online — banners, pay-per-click advertising, affiliate marketing, search.
Search marketing. This is marketing done on search engines through trying to influence rankings with search engine optimization, PPC campaigns, and, now, product listing ads.
Online marketing. This evolved from “Internet marketing” but sounded better. The name may include other online technologies that were coming in the future — like mobile. Or maybe this name was used to differentiate from offline marketing.
Digital marketing. This likely arose to define of all things digital, regardless of the delivery platform — like Internet, mobile, video.
Social media marketing. This includes any type of marketing activity on social media platforms, such as content, ads, promotions, and sweepstakes. It may include posts and tweets, especially targeted ones that leverage hashtags or other targeting techniques
Email marketing. This is using email to do targeted marketing — or even not so targeted. This is an early-day, reliable source of leads and revenue.
Multi-channel marketing. This one predates the other terms — think print, radio, and TV ads. Today, it is an inclusive term that means you use many channels or media platforms, such as social media, search marketing, mobile marketing, in-store displays, print, kiosks, display ads, and broadcast media.
Omni-channel marketing. This term must be broader than “multi-channel marketing.” But I’m not really sure.
Integrated marketing. This is the latest buzzword. It’s also important. This term refers to delivering the same message regardless of channel or platform: your website, in a print ad, in your email, and anywhere else you deliver it.
The idea of integrated marketing is to make sure that the internal and external messaging of a company is consistent across all communication and sales channels.
A big part of this is to make sure that ecommerce is not merely a platform for sales, but an opportunity to reach existing and new customers. For example, if a company is promoting its business via email or social media coupons, it is critical that the items in those promotions are in stock. Sometimes brick-and-mortar businesses start an ecommerce division and fail to integrate it into the overall marketing plan. Similarly, Internet marketing initiatives are sometimes undertaken with no coordination with the manufacturing and retailing departments. Make sure that all the departments are aware of the company’s overall message.
There are five crucial elements for an integrated ecommerce marketing strategy: communication, cooperation, consistency, creativity and clarity (5Cs).
TASK 2: What is the purpose of this article according to the author?