Few aspects of marketing – and that certainly includes copywriting and PR – exist in isolation. Hence the ever-present fall-back position of ‘integrated marketing’. Implicit within this is the concept of devising synergistic and vertically aligned packages that deliver a far better return on investment (ROI).
In a parallel way, the skill-sets involved within a specific marketing discipline – such as the design and print skills needed to create brochures, ads or newsletters – include copywriting as an essential ingredient in the creation of a tangible end product.
So the ways in which the creative and commercial skills of copywriting and PR can be applied boil down to devising innovative packages that pinpoint specific solutions. This avoids the wasted time and resources that are often criticised in advertising and marketing circles – especially by clients who are paying for what are sometimes seen as superfluous (and expensive) services.
Online action? Bring it on!
The latest online marketing techniques – especially social media – have given integrated marketing its biggest-ever shot in the arm. Social media in particular has helped realise the connected nature of the web by linking one site with another – and one person’s views with another – at the click of a mouse.
This has spilled over neatly into more traditional areas of marketing where packages can be created to underpin both tactical and strategic elements. This is all so new that the door is wide open for innovative thinking and applications.
Some would say it was ever thus. The solution was there if you had the flair to find it! For the truly enterprising, if the solution wasn’t there, you would be honour-bound to create one – necessity being the mother of invention.
When it comes to those sub-sets of marketing communications which – for the purposes of this article – cover the various aspects of PR, social media and copywriting, the potential permutations of the ways in which they can be used has grown exponentially. All that remains is for someone to codify all possible outcomes!
The introduction of new media into the marketing mix has blurred the edges of what are regarded as commercially viable solutions. In some cases, the jury is still out on whether certain social media applications are cost-effective – or effective in any way at all in a business-to-business context.