Integrated Marketing
"It's a 'New Normal' and There's No Going Back..."
Kira Wampler and Gretchen Harding at Intuit outlined principles for building a highly strategic social and word-of-mouth marketing program that drives business growth.
Mars U.S.: Best Practices on Integrating Communications Plans
Lisa Smith, marketing competencies director, Mars U.S., and Carole Walker, director, integrated marketing communications, Mars U.S., shared Mars' strategy for integrating their communications plans.
Promotion Marketing Association: Integrated Marketing Discussion
Bonnie Carlson, president, Promotion Marketing Association (PMA), discussed the PMA's efforts to better promote and understand integrated marketing.
Medill Student Case Studies: Best Buy and Condé Nast
Professors at Northwestern University's Medill graduate program in Integrated Marketing Communications (IMC) led their students in a discussion of how IMC learnings were successfully applied to two very tough challenges being faced by Best Buy and Condé Nast.
The New Media Mix: Connecting the Dots in a Multi-Screen Environment
Vince Messina, senior director of west region sales at Microsoft Advertising, discussed why marketers must evolve to succeed in reaching consumers across multiple screens.
Kraft Case Study: Global IMC Awards and Hockeyville
Edward Bayer, director, media planning, Kraft Foods, Inc., discussed Kraft's Global IMC Awards program, which celebrates the most impactful and innovative integrated marketing campaign plans across all Kraft brands worldwide.
New, Newer, Newest: Evolving Stages of IMC
Don Schultz, president of Agora, Inc. and professor emeritus of service at Northwestern University's Medill School, discussed how integrated marketing communications has evolved since the 1980s and presented new approaches for today's marketers.
New, Newer, Newest: Evolving Stages of IMC
Don Schultz, president of Agora, Inc. and professor emeritus of service at Northwestern University's Medill School, discussed how integrated marketing communications has evolved since the 1980s and presented new approaches for today's marketers.
Merrill Lynch Case Study: Integrating Strategic Marketing Platform Across Organizations and Business Processes
Representatives from Merrill Lynch and the Boathouse Group, discussed the evolution of the Merrill Lynch brand from 2000-2007.
Using Digital Marketing Communications More Effectively
Jim Garrity and Kerry O'Conner from Bellwether Digital Bridge presented key findings of surveys on digital media companies and offered actionable suggestions for working with your digital media company.
How Ten Really Bad Clichés Can Lead to Great Integrated Marketing
MaryAnn Bekkedahl, Group Publisher at Rodale, discussed ten clichés that actually work in integrated marketing.
Final Say: Advice to Ponder in 2009
Kick off 2009 with these timeless insights from marketers at Hewlett-Packard, MasterCard Worldwide, Liberty Mutual Group, and Nestlé USA.
How Do You Engage with Your Consumers?
Representatives from Verizon and Campfire presented a case study on their integrated marketing campaign for Verizon's high-speed broadband service, which combined traditional marketing with social media, block party events, and a television show featuring the product.
A "New" Integrated Marketing Communication Approach for a New Marketplace
Often referred to as the "Father of Integrated Marketing," Northwestern University's Don Schultz has authored 13 books on marketing, including the ANA's Measuring Brand Communications ROI. In this presentation, he introduced new analytical methodologies to help marketers catch up to the integrated world that their customers are already living in.
It's a Growth Champion!
This article provides guidance on how to become an effective and influential marketing force within an organization.
The Big Picture
This checklist outlines six guideposts for merging marketing and entertainment.
Find That Common Ground
In this interview, Jeffrey and Bryan Eisenberg provide their insights on using language and tone to create a successful online marketing campaign.
The Path to Brand Harmony
This article explains how to orchestrate your integrated marketing plan.
Return On Investment: New Ways To Make The Numbers Work
The author examines new ways of looking at ROI.
Orchestrating Marketing Excellence
The past several years of challenging market conditions have provided a number of valuable lessons learned with respect to business in general.
