Update from ICON regarding COVID-19

marketing ecosystem

To some, traditional marketing – practices such as advertising, public relations, branding and corporate communications – is dead. The reality is quite the opposite: traditional marketing is now part of a much wider marketing ecosystem.

Marketing evolves with technology and with the times. Print, radio and TV advertising remain popular marketing mediums, but the number of marketing channels has greatly increased. Companies still need to reach and engage with their customers in their chosen medium, but in 21st Century marketing the number of mediums is much broader.

So, it’s not traditional marketing that’s dead, just traditional views on marketing. Alongside traditionally dominant mediums such as print and television, there is now an intricate ecosystem that companies need to leverage to get their marketing message to their customers.

Good marketing strategies involve a balanced use of traditional channels with modern channels such as social media, online video and search engine marketing.

What is a marketing ecosystem?

A marketing ecosystem considers all available marketing strategies and leverages a selection of the most effective channels to efficiently and effectively meet marketing objectives. Each element of the established ecosystem supports the other. Whether it’s an online video that asks customers to participate in a social media initiative, or a digital banner that directs potential customers to the brand’s website.

Elements of the marketing ecosystem work harmoniously together to achieve desired outcomes, such as building brand awareness (Tier 1), earning trust and engaging customers (Tier 2), generating leads and sales (Tier 3). Assessing all available marketing channels and determining the best for reaching your target audience can provide greater impact for your overall objectives.

How can Icon help create your ecosystem?

The first step Icon takes in establishing your business’ ecosystem is creating a marketing strategy. This marketing strategy will map out and provide a clear strategic direction your marketing efforts should take.

A good marketing strategy gives you a map and provides a clear direction on where you should go with your marketing efforts as well as giving you insight on what methods are going to reach your customers in the most appropriate channel.

The overall marketing communications strategy should be the main driver for any marketing ecosystem. A great marketing strategy should:

  • Define your overall business goals.
  • Define your Unique Selling Proposition (USP).
  • Identify your target audience.
  • Segment your market.
  • Deliver your key messaging.

Investing in a six or 12-month marketing strategy will lay the groundwork for how you can successfully market your business and reach your customers. A good plan also gives all team members direction and faith that there is a bigger picture that they are a part of. Let the plan lead you, not the activities.

Icon Visual Marketing has been helping businesses with their marketing needs for more than 16 years. To find out how we can assist you, contact us on 1300 138 984 for a confidential discussion. Alternatively, fill out our online enquiry form and we will be in touch.