Key Challenges - Integrated Marketing
Marketing research demonstrates that messages are reinforced and responses are amplified when prospects are reached through multiple media over time. Marketers are likely to have far better results, in other words, if they can reach their prospect with an e-mail, a phone call and a piece of direct mail than if they simply send three e-mail messages.
The broader the platform, the more channels there are to help marketers execute campaigns that achieve a “swarm” effect: conversing with prospects across varying media to produce a desired behavior or outcome.
The Business Case for Integrated Marketing
Imagine you’ve been asked to give a Board of Directors presentation clearly explaining marketing’s impact under your leadership. It’s painfully clear that your job — and reputation — is now at stake. You could win them over… or you could lose their confidence. Can you make a persuasive case that your marketing investments are paying off?