Integrated Marketing Committee

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.

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