Integrated Marketing : Marketing mix

Beth Comstock, president of integrated media for NBC Universal is the queen of digital media and leading the marketing community. Comstock reminds us that people really listen when you have money on the table, when you have a real action plan. Sometimes, it’s the simple things that will get you the kind of confidence you need from senior management — confidence to develop the very elaborate triple-Lutz program that you really want to pursue. You need to show you can skate across the rink first. If you show a proof point early on in the job, you’ll have more confidence going forward.

The results of an Association of National Advertisers (ANA), Guideline Inc. and BtoB Magazine survey of both business-to-business and business-to-consumer marketers to explore the use of new media platforms, such as search, social networks, user-generated content, podcasts, blogging and more.

Based on responses from over 250 marketers, representing 165 unique companies, this whitepaper prepared by Andrea Rasmussen, Carolyn Ude, and Edward Landry of Booz Allen Hamilton, details how marketers and their agencies must change as the convergence of media and technology, changes the connection between marketers and end users.

View the powerpoint slides from Bob Lachky's, EVP & Chief Creative Officer, Anheuser-Busch, presentation titled, Budweiser Creativity – The Catalyst for Brand Leadership where he discusses how Anheuser Bush continues to reinvent itself.

In this presentation the cross-platform team from CBS RIOT (radio, internet, outdoor and television) discusses how clients can get bigger ideas and more value from their media partners.

Media-planning guru Erwin Ephron discusses redefining exposure measures and incorporating softer measures such as receptivity, attentiveness, and engagement into the measurement process. He also presents a case study demonstrating that a TV/radio schedule will easily outperform TV alone in reaching consumers.

In this presentation Robert Haverback and Ira Helf discuss the results gained from migrating into a digital environment.

Toni Gnewuch of American Family Insurance and Micheal Petromilli of Prophet, discussed how the combination of historical, test, and learn analysis allowed American Family Insurance to assess marketing's impact on business growth and help guide future investment.

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.