Integrated Marketing and the Market Infrastructure

Communicating your company's strategy and key messages to customers, suppliers, channel partners, investors and employees is crucial to your success with each of these audiences. A well-planned and executed integrated marketing program is highly recommended.

In developing an integrated marketing communications program, you should consider all the sources of information, opinions, and referrals that your customers seek out when considering a new technology, product or service.

Refer to the inverted pyramid in the pop-up diagram below. This illustrates a concept known to marketers as the market infrastructure.

Click here to view diagram of
the market infrastructure

Buyers seeking solutions generally follow a path of reference. This path will lead the buyer to you only after passing "down" through media, analysts, industry leaders, your business partners, and so on, each of whom refers the buyer ultimately to you.

Complementing the path of reference, the path of influence flows from you "up" through the market infrastructure, gaining credibility and influence.

In understanding the market infrastructure and the paths of reference and influence, it should become readily apparent just how invaluable an integrated marketing program is to the success of your business.

It is vital to craft positioning messages targeting each segment of the market infrastructure and mounting an effectively designed marketing program.

This program should address the areas of alliance/industry marketing, P/R, advertising, trade shows, the Internet, media relations, your sales channels, and word-of-mouth marketing.

This effort will go a long way in ensuring that prospective buyers for your product or service learn about you and your products or services and most important, that they select your company as their preferred supplier.

Conclusion

All things being equal, the technology products and services that are most often selected by buyers are those which have been marketed thoughtfully through an integrated marketing program. Such a program starts by analyzing the market infrastructure for the particular product or service and then launches an attack at each leverage point therein.

Nexentra has broad experience in analyzing the market infrastructure for a wide spectrum of products and services and developing an integrated marketing program. This also includes crafting and communicating the right messages, highly targeted to each audience. We will also work with you to create effective, show stopping presentations, website landing pages and other assets to communicate with customers, investors and key partners.

Contact us today to learn how we may be able to help you with your marketing communications needs.

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