Integrated Marketing

Portrait of the artist as an integrated marketer


My friend, the artist named Marrus, is the best integrated marketer I know. That’s because she is her brand, she lives her brand, she presents a consistent brand image to everyone she meets, and she has a heck of a story to tell.

When she’s not fighting for the right to show her work on Jackson Square in New Orleans (Click here, then see pages 7 and 9 of the newspaper pdf), Marrus travels from Renaissance Fair to Kink Festival to Science Fiction Convention, selling her art and painting faces.

Her tribe is far flung, she’s always on the road, and yet she’s always connected to her community via the internet. And because of this connection, she actually makes a living as an artist, mostly from sales of her prints online and at these events.

She started LiveJournaling because it was the logical way to stay in touch with her far flung tribe throughout the nomadic lifestyle she’d forged. Her posts during and from post-Katrina New Orleans, where she’s rebuilding a home and studio, and those of her partner Jay, who geared up and went back into the ravaged zone and was soon an integral part of the rebuild in some tiny town in Mississippi, were riveting and real, and public.

Her growing involvement with her community of fans has been hard to keep up with. The more popular she gets, the harder it is to answer every post, meet every fan. Like anyone who dives into the Groundswell, she has joined a conversation that she may have started, but no longer controls.

She’s writing an autobiography-journal sort of thing, and I was privileged to read a manuscript and give my opinions. Marrus is a person who lives in the now, vibrantly, and so the last thing I would have expected is that her book about her life would feel anything at all like hanging out with her in real life did. Except it did. For the three days I read the book, it was like hanging out and having one long extended conversation with her. Like a holograph, any one slice of Jen can deliver a fully integrated experience.

She was even the subject of a question I asked Seth Godin when I attended one of his paradigm shifting book tour appearances for The Dip. The question? It was hard enough for creators to have any distance between themselves and their fans before the internet, and blogging. Now, building a community online, a relationship with your fans, is all about personal relationships, answering posts and emails, opening up. And once you’ve built it, you fail to nurture it at your own risk. So, how do you manage community growth when you are your organization and you have limited time? (His answer, as always, was on point (paraphrased from memory, so be kind, Seth): be honest and renegotiate your relationship with your community in a way they can understand, and then own the consequences.)

Marrus is a microcosm of every brand out there that realizes they don’t own the conversation, even when the conversation is intimately about their brand. She’s got scalability issues, budget issues, resource issues, risk management issues (she’s been burned out, flooded out, and victimized by unfair and uneven government intervention), marketing issues, advertising issues, inventory issues, customer service issues… you get the point.

And yet her brand is fully integrated, 360 degrees, 24/7, always showing a consistent message to everyone she meets from every angle. She doesn’t know whether the kid whose face she’s painting is the child of a potential buyer of her original art. She doesn’t know if the person trying to get her attention at a show is one of her most devoted fans or a blogger or the art critic for the Times or just somebody who wants to know where the bathroom is. And she doesn’t care. Her customer service department is fully integrated with her marketing department, able to make the right choice to deliver customer satisfaction and a good user experience with every interaction. Her advertising department would never say something that Legal wouldn’t approve. And her CEO champions every new venture, no matter how cutting edge or low tech, regardless of ROI, as long as it’s in line with her brand integrity.

So, can someone please explain to me why every company and every brand isn’t striving to be more like Marrus?

Integrated Marketing

Segregated Marketing

The other day I was putting together a comparison of various media CPMs (define) to contextualize the extra value of paid search impressions for a local business client. So I went to Google and found the website of a local newspaper yesterday, looking for a rate card.

There was no online rate card. There was no “Advertiser” tab. There was no “About Us” or site map. I looked through all the contact us info. Nothing. There was a link to “Place your Classified Ad” (catering to the dwindling minority who’d rather place a classified ad than go on Craig’s List or eBay) but even that section had no link to display advertising information or an advertising department.

I spent 10 minutes searching the site, then returning to Google and trying a deeper search there. Finally, I picked up the phone. And got an answer in 30 seconds and a PDF of a rate card emailed to me in minutes.

Aside from the silly feeling I got from inhaling a little too much high tech irony while bouncing online and off, it occurred to me that this was a perfect example of what integrated marketing is not. It was, in fact, “segregated marketing.”

Integrated marketing is not forcing someone out of one channel and into another. Or making a potential customer feel foolish for having pursued a quite reasonable course of action. I believe that integrated marketing is about providing a consistent experience to your stakeholders, preferably organic, authentic and respectful.

I read a great post the other day by Elana Anderson on ClickZ called “Five Fundamentals of Integrated Marketing” . When asked for examples of integrated marketing companies, she said that while there are plenty of good integrated marketing programs, she had seen few companies that truly excel at integrated marketing.

The Center for Media Research is a bit more positive, reporting on an ANA study that finds that while integrated marketing is a trend and that 2/3 of executives surveyed say the feel their company’s marketing function has become more integrated, only 13% of them are satisfied with their company’s marketing structure.

So with that, here’s the first of what I hope will be many insight-provoking questions.

Can somebody please explain to me why we (marketers & consumers) still tolerate segregated marketing?