Depending on the nature of the business, sometimes, a firm may have to implement various marketing ideas in a single go in an attempt to achieve the required results. In such scenarios, marketers often make use of a wide range of marketing vehicles that are capable of conveying the intended message across to a wide customer base. Using multiple marketing plans and vehicles at a time in a bid to attract a potential customer is what is known as Fusion Marketing.
A simple example of Fusion Marketing
Running promos of an event that is yet to take place, or running an advertisement campaign for a book that is yet to be launched, are some simple examples where using fusion marketing can prove to be quite fruitful. The reason being, these two scenarios need to make use of multiple marketing channels and vehicles to get across the message to the target audience asap.
In both cases, the launch date of the final product or service is of utmost importance and has to be embedded into the minds of the potential consumers, only then the sales can be maximized. The dire need of highlighting the launch date demands various marketing strategies to be implemented simultaneously and media vehicles carrying this message forward should also be equally diversified and powerful, thus making Fusion Marketing the right tool to launch the campaign.
In an attempt to persuade the customer, fusion marketing often makes use of various tools and vehicles such as:
- Planning television shows ahead of the launch date
- Planning TV commercials that run in between the shows
- Planning Radio campaigns
- Planning print ads
- Using outdoor advertising
- Using social media marketing effectively
- Using content marketing and SEO services to create the much needed buzz
Above mentioned are only a few of the many marketing strategies followed by the firms in an attempt to lure the customers. Fusion marketing believes that using multiple marketing strategies in tandem is bound to bring the target audience to your doorstep.
However, just like any other marketing plan, Fusion marketing also has its own pro’s and con’s. So, let’s have a look at them.
Pro’s of Fusion marketing:
- It makes use of multiple marketing channels and message vehicles which are quite capable of penetrating into every nuke and corner of the target market across the globe generating a huge interest among customer base which can in turn increase the sales by folds
- Creating a buzz in the social media in order to generate interest among the end customers before a product or service is being launched has now become mandatory. Fusion marketing, with the help of various social media marketing platforms, can serve as a great tool in creating the so-called buzz
- Since multiple mediums keep running the product campaign simultaneously, the message recalling factor of the customer is bound to be high
Con’s of Fusion marketing:
- If the intended message is complicated, it can have a devastating effect on the entire campaign. Hence, in Fusion marketing, the message a firm wants to put across should as simple and as crystal clear as possible across all types of tools and mediums being used.
- This marketing tool is considered inapt to promote regular marketing campaigns
- Costs incurred in this type of marketing are pretty high as marketing channels having high market penetration tend to charge top bucks.
It should also be noted that fusion marketing can also be used in conjunction with other brands. If we take the book launching scenario as an example, and let’s say it is being launched on Amazon, both fusion marketing of the book and brand marketing of Amazon can be tied up. In such cases, the firm looking for brand endorsement (in this case, Amazon) may also want to invest in the marketing campaign. Once tied up, the marketing costs of both parties will come down and the book will now become an Amazon exclusive. It’s a win-win situation in most cases.