The term “Integrated Marketing” refers to marketing across multiple channels in concert to achieve a desired brand effect. That definition is purely about pushing information out to consumers and prospects.
What about pre-launch? Marketing is changing. It used to be that product development experts would connect with customers during the product planning process. Those conversations were quite separate from marketing process that would go on post-launch.
These days, thanks to the model that Google and others have developed the concept of a product launch has blurred significantly. With it, the difference between user needs analysis and marketing communications has also blurred.
Businesses should look at their marketing departments in a very different way. Marketing should be responsible for managing a continuous feedback loop of information about the company’s products and the users’ needs. The additional user insight will not only help design products that will work in the market, but also help the marketing dept better shape the way they present those products.
Twitter is the new wild west of collaboration. Just as with any new technology, people are beginning to rally around certain points of “proper use”
Chris Brogan (@chrisbrogan) published a guest post on this topic at his immensely popular blog. In that post Keith Burtis laid out several best practices for how to use and and not use twitter so that your contributions will be best received.
One of the comments on that blog post mentions another great source written by Jeremiah (@jowyang) from Forrester Research
My personal take on this is that I look for people who have a high ratio of interesting community of interest posts over random personal tidbits like “I am feeding my cat”. “I love cheeseburgers”, or even “Finally got on the wi-fi here”. Especially if the personal tidbits are frequent and therefore crowding out community of interest posts from other authors in my stream.
It is not only possible, but easy to create multiple streams (handles) on twitter. If your brand is strong enough that people will hang on every word that you broadcast, then by all means set up a profile designed to just communicate out. But, remember that there will be some portion of your audience that wants to communicate back. If you have decided that online collaboration is important to your business, then make the time for the conversation to ensure they are feeling heard. One of many Twitter tools that @briansolis blogged will be very helpful for companies looking to Twitter in different ways: Multiple Account Twitter Tweeting