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One of the most important components of integrated marketing communications is “The Big Picture.” The big picture is the big picture. It’s what the whole company is all about. It’s a big picture that has to be seen so that you can know it.
“The big picture” is a marketing term that seems to be in some vague way related to vision because of its association with images. The big picture is the one thing that your company or organization can take as a starting point to help you know what it is that you are trying to accomplish. I would argue that it is the biggest picture that your business actually is, because it is the ultimate goal and objective of your entire organization.
A big picture is not just a marketing term. It is also a marketing strategy because your big picture will tell your visitors what you want them to do, where they are, how to get there, how you can help them get there, and what they can expect when they get there. It also has the additional benefit of helping your visitors know when you’re not trying to sell them something, but rather to sell them information that will help them achieve their goals.
The first two elements are integral to good marketing and are important to good communication. The third is less so and can help to alleviate a lot of the cognitive overload that comes with the process.
The first two elements are important, but the third is the real meat and potatoes, so we talk about it. It also helps to get rid of a lot of the cognitive overload – because we are busy trying to tell our company how awesome we are. We have to say things like “We’re the best!” over and over again, and it only makes it more difficult to concentrate on good communication.
Integrated marketing communications include all of the following except: to good communication. If you want to achieve excellence in integrated marketing communications, focus on the following and make sure you do it right.
We’re here to say the least, but the words we speak and the way we present ourselves to the world may be the most important parts of communications. Not every marketing person understands what it is we are saying, so we have to take advantage of the moments when it’s convenient to say what we mean.
The marketing world is full of people who think they have all the answers to all of these questions. And guess what? Sometimes you can just get it in your head that you know what is important in marketing, and that’s really good marketing.
