Align your marketing org in 2018 with intelligent and integrated marketing campaigns

Align your marketing org in 2018 with intelligent and integrated marketing campaigns
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Mention the idea of integrated campaigns to a group of marketers, and you’ll get a wide range of opinions. Some marketers love them and aspire to launch and deliver great integrated campaigns. But others think of old-school, slow-moving campaigns — à la TV or radio ads when “Knight Rider” was the rage. It’s true — your mom and dad’s integrated marketing has no place in modern marketing. From its inception in the 1980s, integrated marketing came to be known as “360 branding,” “whole egg,” “relationship marketing,” “one-to-one marketing” and more. And that may be the discipline’s biggest problem: It became a catch-all phrase for everything under the sun involving two or more channels or tactics. In trying to be everything to everyone, it became valuable to no one — a bit of rhetoric or a buzzword. But let’s not throw the baby out with the bathwater. There’s still great value there if we can rein it in. Truly integrated marketing goes far beyond cross-channel or 360 branding. Here’s how the Data & Marketing Association defines integrated marketing today: … an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies […]

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