Who are you? Integrated Marketing starts with “WHO”

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Personas are all about the who — no, not the famous rock group, but everyday consumers like you and me.  This isn’t to say that marketers and The Who don’t have anything in common.  In fact, in their 1978 song, “Who are you” the Who repeatedly asks the same question today’s marketers ask of their consumers: Who are you? Who? 

LinkedIn Learning and I are proud to announce our must-watch video series, “Marketing Foundations: Integrated Marketing Strategies.” Take control of your brand in 2018 with a comprehensive video tutorial course. Learn the ins and outs of integrated marketing communications (IMC)—and how to implement the new planning blueprint we call Brand Choreography.

According to the CMO Council, consumers are ready to listen to engaging brands. “For today’s consumer, choices are endless, and marketers that don’t take the time to capitalize on speaking to the consumer in a way that feels personal are sure to experience brand defection,” the study says.

Here’s the catch: In order to engage your audience, you have to know who they are.

This is marketing 101. And yet, in the rush to get followers, likes, and reshares in the digital age, a surprising amount of brands are skipping this step. The truth is, if you don’t know your audience, your IMC strategy is never going to get off the ground.

Knowing your audience means understanding their needs and the solutions you can offer them. However, according to the CMO Council, “while the pain level is very high, too many marketing organizations are failing to take the steps necessary to remedy this problem.”

In “Marketing Foundations: Integrated Marketing Strategies,” we show brands how to focus on the basics in order to take a massive leap forward.

To learn more about how you can maximize your brand message across touchpoints, check out our new LinkedIn Learning video tutorial course, “Marketing Foundations: Integrated Marketing Strategies.”  And, to really take your game to the next level in 2018, check out our other online course for LinkedIn Learning: “Social Employees: The New Marketing Channel!”

Welcome from Marketing Foundations: Integrated Marketing Strategies by Mark Burgess

Written by Mark Burgess

Mark Burgess, co-author of The Social Employee -- a best-seller on How Great Companies Make Social Media Work. He is president of Blue Focus Marketing, a leading Employee Experience (EX) services consultancy, delivering e-learning, employee engagement, content marketing, and social media marketing solutions. He is an experienced digital marketer, content marketing strategist, speaker, blogger, and educator. Mark delivered a TEDx Talk on “The Rise of the Social Employee.” Mark’s career spans marketing, advertising, professional services consulting, and education. Mark has held senior-level marketing roles at PwC, AT&T and McCann. Mark is listed on Forbes as Must-Follow Marketing Minds on Twitter, and is a Top 200 Content Marketing influencer. He is an expert trainer for the American Marketing Association (AMA) delivering Content Marketing workshops. Mark led the PwC Global Web team. At McCann, he headed the flagship L’Oreal account. At AT&T, Mark was in charge of interactive marketing. Mark is an adjunct marketing professor teaching MBA marketing courses at Fairleigh Dickinson University. On the Rutgers Business School faculty for executive education delivering training modules on Content Marketing, Digital Marketing, and Social Media Marketing. Mark is a contributor to Wharton’s Advertising 2020 Project and their book, Beyond Advertising: Creating Value through All Customer Touchpoints. Mark’s article on “Piloting the Future of Social Business – Branding from the Inside Out” was published in Harvard Business Review Italia. He has won two EFFIEs for marketing excellence. Follow him on Twitter @mnburgess, @SocialEmployee, and @BlueFocus.

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