Difficulties of Integrated Marketing Communications / Marketing communications

Difficulties of Integrated Marketing Communications

email-marketing-path-to-purchaseAs marketeers we should all be fascinated with integrating marketing channels. In this post W. Jeffrey Rice zooms in on integrating marketing channels. Jeffrey is the Research Analyst at Marketingsherpa and the lead author of the Marketingsherpa Email Handbook and Benchmark Report.

While a big challenge, can integrating marketing channels bring Justin Bieber to your hometown?

Integrating marketing channels both offline and online

I am fascinated by the integration of online and offline marketing campaigns. Just a few years ago a marketing plan was layered by sending messages (tv, direct mail or email) to a person’s home, building brand awareness outside the home on the way to the brick and mortar store, and once he or she steps through the door, move the shopper with in-store advertising to the moment of truth decision of placing the product in the basket or not.

The marketing ecosystem has evolved.

Our society spends so much time multitasking and actively participating on the web and social sites through mobile devices, smart phones and tablets that there is no clear path to purchase. For a mobile consumer purchasing decisions can be influenced in a variety of both physical and digital locations.

An organization’s marketing tactics cannot be soloed to be effective in today’s integrated marketing communication plans. For this strategy to be effective today, businesses must link all communication points to allow information to flow seamlessly between channels. This is a requirement to ensure the brand’s community can spontaneously participate in relevant and timely conversations.

Linking all communication channels isn’t easy

Linking channels and communication points is not an easy task, especially for email marketers. In fact, 55% of marketers in our Email Marketing Benchmark Survey reported integrating email with other data systems was a very significant challenge. This obstacle led all challenges including deliverability, achieving ROI and growing the number of subscribers.

Integrating marketing channels can bring your favorite artist home

A company called Eventful which aggregates entertainment events around the globe, has done a nice job of combining its email program with social media and website. Subscribers can request to receive updates on upcoming artists, performer, musical act or movie is coming to their area. The subscriber can share their personal tastes in a variety of ways including uploading their iTunes play list.

Spread the value proposition through search & social media

Eventful also has a robust natural search strategy, which immediately delivers value to a person seeking information on their favorite performer. The way Eventful spreads its value proposition through social media networks is by a service called Demand It! This tool gives fans the opportunity to request their favorite act to come to their local venue.

This program has successfully brought Country music star Alan Jackson, to the small town of Mineral, VA (population 495.) The town was able to amass over 31, 000 “Demands.”

180 degree customer view

There you see it. Jeffrey gives a great example of cross channel integration, which can even lead to Justin Bieber giving a concert in your hometown. Linking all communication channels might be a sort of a Utopia for most companies though.


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Marketing Analyst - The OP

by --I--

Well, I'm more of a Business and Marketing Analyst right now. I do business development, some PR/Communications stuff, business analysis, web site and industry/conference publications and business networking. On the site, I'm involved in PR, Communications and also a marketing ambassador for a sports company (I'm an elite athlete)
I'm looking to go directly into the sports marketing and event management industry, working in marketing, communications, Public relations or promotions.
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A

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Education:“I'm a Big 10 graduate. I earned a bachelor of arts degree in communications at Purdue University and a master of science degree in integrated marketing communications from the Medill School of Journalism at Northwestern University.”.

Wedding: Kendra Vailes & Ben Aigamaua  — Jackson Sun
He will receive his Master's of Science degree in Integrated Marketing Communications in May of 2015 from the University of Mississippi. He is currently working as a graduate assistant coach for offensive line at the University of Mississippi in Oxford.

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