Integrated Marketing : Marketing mix

Barbara Basney, Xerox, Ellis Booker, BtoB Magazine, and Jeremi Karnell, One to One Interactive review the survey results addressing 15 new media platforms across all areas of the communications mix.

In this presentation, Wenda Harris Millard, President of Media, Martha Stewart Living Omnimedia discusses the future of partner programs and how media companies and partners can best maximize media-neutral planning.

This snapshot summarizes, Steve Sayre, VP of North America Marketing presentation describing how Avaya connects with its customers.

This survey addresses B-to-B marketers’ current and intended usage of new media platforms, spending, measurement/ROI, resource allocation and integration with other elements of the communications mix.

Marketing mix modeling gives marketers a way to put metrics where their money is.

In this presentation Michael Palmer of the ANA explores the changing role of marketers and marketing.

In this presentation, Marketing Evolution CEO Rex Briggs provides innovative methods of measuring ROI in the new marketing landscape. He proposes using ROMO (Return on Marketing Objective) as a model for measuring the effectiveness of advertising in the fragmented media environment.

In this presentation, Marian Lemas of Cisco discusses the Cisco Human Network Campaign and the evolution of the Cisco media team's roles and responsibilities and how they continue to evolve media's role within corporate marketing to achieve greater marketing results.

In this presentation, Wachovia shares how it uses analytics to optimize ad spending and the retention of existing customers. By employing predictive modeling into the marketing mix, Wachovia has learned how to best integrate traditional advertising with new emerging media.

Diane Brink of IBM discusses the dynamics between the marketing and sales teams and how these teams worked together at IBM to achieve their business goals. Includes lessons learned.

Presentation from Diane Brink's (IBM) presentation about the dynamics the teams responsible for helping IBM achieve their business goals.

John Nardone (MMA) and Ed See (MMA) share key learnings about integrated marketing communications and its effectiveness as a strategy. Includes a discussion of synergy.

In this presentation, Jan Thompson (Nissan) discusses Nissan's media mix that embraces a variety of different outlets including Webisodes, blogging, consumer-generated content, and branded entertainment. Includes a discussion of factors contributing to this shift in media.

Joseph Tripodi of Allstate shares Allstate's approach to marketing.

In this presentation, Rex Briggs (Evolution) provides methods of measuring ROI in the new marketing landscape.

This presentation focuses on the evolution of marketing including the importance of how the right insight can help make the most of new technologies and measures.

This presentation showcases Lisa Baird and Bob Baird in a debate of traditional versus non-traditional media based on their industry experience.

This presentation explores how Sony moved from the back of the flat-panel television market to more than triple its market share.

This checklist outlines six guideposts for merging marketing and entertainment.

These materials explore the EMM end-to-end marketing process + metrics + software approach and illustrates how it has been adapted to a real-world client situation.

This article explores new approaches to advertising in light of increased consumer media control.

This white paper presents the results of an January 2005 ANA survey of senior marketers from twenty ANA member companies intended to improve marketing accountability and to provide a catalog of unique accountability metrics to be used by industry practitioners.

These materials explore the importance of Wachovia's internal leadership in successfully determining marketing accountability.

These material explore the findings of a year-long task force into the accountability metrics used by ANA members.

This case study details how the development of a strong brand positioning/voice, smart targeting, phased communications and creative thinking contributed to the stellar launch of Ted, United Airline's low cost carrier. 2005 Gold Effie award winning case study.

A brief case study on how Intel views search within the context of its overall media mix and why Intel is excited about search in the world of media fragmentation.

This case study reviews the great strides Wachovia is making in determining ROI metrics and establishing a culture of accountability.

This presentation explores the value of using online advertising as an adjunct to traditional marketing campaign.

This presentation demonstrates how to go beyond simple reach, frequency, and audience measurement to measure an ad campaign's impact and effectiveness holistically based upon advertising goals.

In this presentation, Jim Stengel reviews the importance of reaching and ‘keeping up’ with consumer needs. However, without the right measurements and measuring tools, it is difficult to gauge if marketing efforts are working.