Analysis of Marketing by Ogden - Essay Example

The marketing campaign for the chosen titles of Ogden Publications will be based on the concept of integrated marketing communications. According to Tony Yeshin (1998), integrated marketing communications refers to the coordination of several promotional techniques in a campaign in such a manner that the marketing objective is fulfilled.

Ogden Publication needs to utilize a mix of integrated marketing tools such as public relations, direct selling, advertising, sales promotion, etc. A very effective way for Ogden to promote and further strengthen its brand is through the effective use of social media marketing. The interactive form of PR will allow Ogden to communicate directly with its audience. Information about special issues, Ogden promotional fairs, sponsoring events, and tips on adapting to a sustainable lifestyle will be delivered to the customers easily.

The quick response about any new initiative by Ogden will serve as feedback which would open doors for further improvement. The fans of Motorcycle Classics would find social media a great opportunity to exchange their knowledge and tips on bike riding, new and old models, and the finest motorcycle maintenance essentials. Fans of Mother Earth News and Utne Reader will share their views on a healthy lifestyle and personal DIY techniques effectively. It is a big challenge for Ogden to maintain the same feel and look across both online and print media.

The most important way to do so is to identify the brand tone. This means that Ogden must decide if it wants to communicate in a formal or informal tone with its customers. Once identified and agreed upon, it must design marketing and PR campaigns in such a manner as to maintain formality/informality in all online, print, and face-to-face interactions. In print and online magazines, the design and editorial differences are quite prominent. In print magazines, the aim is to make the reader stay on the page for longer and the information shared is limited.

However, in an online magazine, the headlines and fonts could be made bold and catchy and by linking up pages with a click, much information becomes available. The layout in a print magazine is designed in inches whereas in the online magazine, pixel measures the space. Designing colors could get challenging for online magazines. In print magazines, you can easily get a printout and see if the color mix looks fine whereas, in the case of an online magazine, the color designing could get hectic because the monitor display of the target audience is not uniform.

In-house marketing groups such as the brand group, PR team, and advertising team need to coordinate with each other so that the platform of social media could be used to inform the target customers of Mother Earth News, Utne Reader, and Motorcycle Classics, ways to improve their lifestyle. Such coordination is necessary so that the brand image is maintained and promotional goals are met and no overlapping of advertising and promotional activities could occur.