{"id":1354,"date":"2025-06-16T16:11:39","date_gmt":"2025-06-16T14:11:39","guid":{"rendered":"https:\/\/smallbusinessmarketing.co.za\/?p=1354"},"modified":"2025-06-16T16:13:50","modified_gmt":"2025-06-16T14:13:50","slug":"the-most-important-word-in-marketing-today","status":"publish","type":"post","link":"https:\/\/smallbusinessmarketing.co.za\/?p=1354","title":{"rendered":"The Most Important Word in Marketing Today?"},"content":{"rendered":"\n

In any study, one experiences a host of new concepts, new idea\u2019s, new words and unfamiliar definitions. Google is a marvellous place to start to explore those new ideas. Beware though, Google can be an absorbing distraction. In that mode, I explored \u201cWhat is the most important word in marketing?\u201d Words that came out of that search included; test, track, adjust, manoeuvre, strategic leverage, new, why, customer, listening, results, respect, authenticity, passion, trust, experience, open, truth, location, content, why, word of mouth, emotion and many more.<\/p>\n\n\n\n

The list is endless, and all these words are important but there was a word missing from my Googling.<\/p>\n\n\n\n

That word is integrate<\/strong><\/h3>\n\n\n\n

The Cambridge definition of integrate is to \u201ccombine two or more things in order to become more effective\u201d (Cambridge University Press, 2019)<\/p>\n\n\n\n

In the course of studying towards a B.Sc (Hons) degree I first encountered the word integrate in calculus. For years after graduation, I avoided the word whenever I could!  <\/p>\n\n\n\n

I grew up playing team-sports. The \u201ccombining things to become more effective\u201d was a key learning. The word is not often used on the sports field but the concept is applicable.<\/p>\n\n\n\n

Recently I went through a personal brand building process and decided that the by-line of \u201cintegrating interdependence and brand strategy\u201d best described my philosophy on marketing, business and leadership.  <\/p>\n\n\n\n

I have now started formally studying the marketing issues of the day with a BPhil (Honours) Degree in Marketing Management. Hence the current reading campaign!  And the taking up of the Google distractions!<\/p>\n\n\n\n

Bruce Springsteen describes it far better. \u201cFor me, once I count the band in, and I delve deep into my song, I feel a certain sort of integrity and integration that I rarely find in my daily life\u201d. It is talent & and vision, inspiration & the message, knowledge, skills and hard work seamlessly combined that creates that integrated moment Springsteen describes.<\/p>\n\n\n\n

David Packard, co-founder of Hewlett-Packard is famously quoted as saying \u201cMarketing is too important to be left to the marketing department\u201d. That is today, even more the case.<\/p>\n\n\n\n

In the modern world every individual has a role to play in the message extended by your brand. Whether that is the Chief Executive presenting the company results to investors, a Marketing Director talking to the press about a crisis incident or a Senior Executive talking to his friends about the company\u2019s most recent Facebook campaign, each touchpoint creates an impression. Each person must say the same thing, in the same style, with the same awareness and understanding to create a consistent impression.<\/p>\n\n\n\n

Equally, every touchpoint contributes to the brand success. From the impression created by the Company LinkedIn page, to the innovation of the new product launch, through to the driving behaviour of a company delivery truck vehicle and to the impression created by the reception area at your factory, every company message conveys an impression about your brand. The message that is heard must convey a consistent & singular message.<\/p>\n\n\n\n

It is critically important that many things \u201ccombine in order to become more effective\u201d. All communications must be integrated.<\/p>\n\n\n\n

Hence my opening line that integrate is the most important word in marketing today.<\/p>\n\n\n\n

Every message must be communicated as one<\/strong><\/h3>\n\n\n\n

It applies is a multiplicity of way.<\/p>\n\n\n\n