Integrated Marketing ranks as the top concern among client-side marketers, according to an ANA poll. The development of new communications and the evolution of traditional communications have shifted power from the marketer to the consumer. This shift has created enormous opportunities, providing marketers with the ability to better target their customers. However, the explosion of choice has also complicated the lives and practices of marketers, creating massive challenges for effective integration. The Integrated Marketing Committee helps marketers plan, develop, execute, and evaluate their overall marketing communications strategy based on consumer insight. The committee explores various approaches for developing the most effective integrated marketing strategies and the tactics necessary for successful implementation.
In 2009 the "Integrating Traditional and Digital Media" white paper was published to help agencies and marketers better understand how to work more easily and successfully together to integrate their traditional (e.g., TV, radio, print) and digital media (e.g., Internet, search, mobile, widgets, social media, etc.).
The committee published a white paper in May 2008, "Integrated Marketing, Barriers and Opportunities." This initiative is a follow-up to work done in 2003 and 2006 and provides best practices for managing integrated marketing.
The June 2008 issue of The Advertiser featured a multi-page special report on Integrated Marketing.
Discussion Topics
- Optimizing the marketing mix
- Integrating messages across the marketing spectrum
- Managing multiple communications partners
- Measurement of the effectiveness of each medium individually and the mix as a whole
Upcoming Meeting Schedule
| Date | Location |
|---|---|
| Thursday, April 15, 2010 | New York, NY |
| Tuesday, June 29, 2010 | New York, NY |
| Wednesday, October 27, 2010 | Evanston, IL |
Prior Meeting Notes
| Date | Location |
|---|---|
| Wednesday, January 20, 2010 | New York, NY |
| Wednesday, September 30, 2009 | Evanston, IL |
| Thursday, April 30, 2009 | New York, NY |
This content can be viewed online at: http://www.ana.net/committees/comminfo/IMC