Finding “Synergies” in all Marketing Disciplines

The concept of “synergy” gives marketers of all types a constant and steady ideal outcome at which to aim. Synergy results when two elements combine to create something greater than the sum of its parts. In other words, 1 + 1 = 3, and all marketers not only can do it – they must do it to be successful. Companies that now offer all marketing products under one team like lead generation, means your business can enjoy the synergy of a specialized team working on your business solutions.

Buying a billboard? Create synergy with location and offer. Email marketers, on the other hand, combine time with offer to drive synergy. The examples are endless, but if you get one element wrong, you may as well save your money.

In public relations and media relations in particular, a lot of brands set out to educate their industries with thought leadership. Done correctly, it’s a great way to build a credible brand, offering something of value to those who matter most to the brand not by selling to them but by educating them. The education often takes the form of white papers, trade show presentations, bylined articles placed at well-read industry publications, etc. During thought leadership campaigns, we create synergy with expertise and insights. PReturn works with clients to collect and analyze data to better understand important trends and emerging best practices, but data alone won’t help many people. By couching it in helpful context with expertise, brands can more readily understand and apply the insights … 1+1=3.

Kenshoo this week embodied what I’m going to call Synergy Squared … not only did Kenshoo discover some valuable insights to address a void in the industry and overlay its expertise on those insights to make the insights actionable and create synergy. The study itself focused on the digital marketing synergy created when paid social media advertising and paid search advertising work together.

Added Value: Facebook Advertising Boosts Paid Search Performance is a must read for any digital marketer. It documents the potential synergies brands can harness by properly integrating two of today’s most important digital marketing channels with a multi-channel approach to results attribution.

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