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In today's scenario, a brand is not
built by a single marketing
activity such as advertising in mass media or public
relation activities alone. Marketing activities should be used, in a
balanced manner, and integrated well to successfully build the brand.
Holistic marketing activities achieve this by emphasizing the usage
of personalization, integration, and internalization for building a
brand. This article studies the first two
parts, namely personalization and integration, and suggests how
these components can be used for brand building.
The research objective of this article is to identify few
personalization methods of brand building and to document how brand positioning
can be achieved through the holistic marketing approach of
integration. The article uses exploratory research design and analyzes secondary
data to show the possibility of brand building with a holistic
marketing approach. An investigation is made into real-life brand
building examples or cases where personalization and integration
tools are adopted.
Personalization involves making marketing activities and programs
as relevant as possible to each individual customer and as
many customers as possible. With Internet marketing tools such as blogs,
social media marketing tools (such as Twitter, Facebook),
e-mail marketing, webisodes, and mobile marketing tools such as
sms, mms, etc., personalization is made easier for
marketers. Integration involves the mixing and matching
of marketing activities to maximize their individual and collective
efforts. To achieve this, marketers combine a variety of marketing activities
(e.g., advertising, events, public relations, online campaigns, etc.) to
reinforce the brand promise and to create synergies. |
