Goodwin Gibson, V.P. of MacLaren McCann direct and interactive, said something quite profound, "Without a doubt integration will be most important thing in the future. I'm not talking about the traditional definition of integration; I'm talking about three-dimensional integration:
1. Integration across channels (broadcast/print/internet/mobile/POS/2Fetc.)
2. Integration of the value chain (customer insight/strategy/technology/execution)
3. Integration of the messaging... the consistent
I too believe that Integrated Marketing is more important today then ever, because it gives us an arsenal of multi channels, messages and media to make a second contact with our potential customers.
We all know from past experience that by combining telemarketing with direct marketing we can improve or even double our response rates.
How we use integration in the face of new privacy legislation and without turning off our best customers will be vital.
My suggestion is to draw up a communication map outlining every detail on a three dimensional grid which tracks the interlocking relationships.
Today, finding the right prospects that need your product or service is not enough. You have to know how and when to reach them in the most effective and timely way.
HOW TO DELIVER A 1, 2 PUNCH WITH INTEGRATED MARKETING - To learn more about this author, visit Billy Sharma's Website.
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Billy Sharma
(Visit Billy's Website)
BILLY SHARMA
Billy holds a Bachelor of Science degree
and is a Summa Cum Laude graduate of J.J.
School of Art (Bombay) and the Hochshüle
für Gestaltung (Bauhaus School of Design,
Germany).
After many years of working for other
companies, Billy founded Designers Inc. In
1999 he became Managing Director and
Creative Director of Brann Worldwide in
Toronto. Under his stewardship the agency
grew three-fold in two years when Brann
Worldwide was elected the number one
direct marketing agency in the world in
2000.
Billy has extensive advertising and direct
marketing experience gained in many
national and international advertising
agencies in Europe, U.S. and Canada. This
has honed his creative skills to help
provide breakthrough creative ideas for
his clients.
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