Integrated Marketing Communications

Building Blocks of Effective Marketing

If you think about it, in marketing, we can boil down all of our activities to four simple directives.

  • Define your brand platform, your marketing positioning.
  • Establish, maintain, and build your credibility.
  • Reaffirm, reinforce, and accelerate the distribution of your advertising message(s) to your target audience(s).
  • Motivate, inspire, and drive your market to action.

Each of these must build on the other, and must follow in this order. Without a clearly defined brand position, all subsequent communications cannot, by definition, be focused. Without a measure of brand and corporate credibility, the market might hear your message but won't believe it. And without a wide enough distribution of your message and brand recognition, promotional and other efforts to drive your existing and potential customers to action (buying decisions) will be stymied.

Then, once we refocus our activities with these directives in mind, we can look at all of the marketing building blocks that are available to us, and combine them strategically to maximize the results of our efforts.

At Domus, a Philadelphia full-service advertising and marketing communications agency, we use these building blocks, along with other strategic analyses, to always keep our clients marketing efforts focused and effective.