Marketing has four main strategic dimensions: internal, integrated, relationship, and performance. Each dimension has specific elements, such as branding and customer relationship marketing. Market research is a crucial part of marketing that affects all dimensions.
Marketing offers a variety of ways to look at a product and present it to the public. The various facets of marketing are sometimes called strategic dimensions due to the potential depth of each tactical element. In general, the four main strategic dimensions of marketing include internal marketing, integrated marketing, relationship marketing and performance marketing. Each general dimension also contains specific dimensions, for example integrated marketing typically involves branding, public relations and a number of other facets.
Internal marketing is direct marketing to employees. This strategic dimension ensures that everyone within an organization understands and appreciates the product and understands the current strategic marketing campaign. In times of organizational crisis, positive internal marketing messages can reassure staff and offer advice for dealing with the media and consumers.
Integrated marketing attempts to deliver a unified marketing message to everyone who comes into contact with the company or its products. Information technology has encouraged the growth of integrated marketing and its strategic dimensions due to the increase in touch points between a business and consumers. Unified integrated marketing messages usually involve communicating value to a specific set of potential customers, known as the product’s target market.
Relationship marketing is a strategic dimension focused on building lasting connections with customers, members of the media, distributors and other businesses. Customer relationship marketing (CRM) is a popular element of this strategic dimension. In CRM, companies maintain vast databases filled with customer information to help employees tailor communications and products to meet individual customer needs. Like integrated marketing, CRM is driven by access to information technology.
Performance marketing deals with the results of a marketing campaign and the evaluation of the application of strategic dimensions to the business process. Evaluations of these programs typically include analyzing sales reports and administering customer surveys. Broad business elements, such as social, ethical and legal concerns, are also aspects of performance management and involve an assessment of the business impact on the public and the environment.
Some strategic dimensions cross each other. For example, market research is a huge and high priority part of the field that affects nearly every aspect, or dimension, of a company’s marketing campaign. Marketers research the market for an unmet need or want, then create a product to fill that gap and target advertisements to consumers who may need or want the product. This research into the lifestyles of target market members can tell marketers how to reach consumers and how to structure advertising messages.
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