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Is Integrated Marketing Right for Your Business

Chris Brogan, VP Strategy & Technology

6/10/2008

Recently, the Association of National Advertisers (ANA) conducted a survey of 200 marketers with regards to their integrated marketing strategy. Comparing their findings to earlier studies show all kinds of improvements, both in how marketers are approaching the use of integrated marketing channels and technologies to deliver their message effectively. B2B Magazine has a good summary of the results here.

One of the most interesting parts of the finding was that measurement hasn't really kept up with all the advances in marketing techniques and channels. The study reports that the way metrics are skewed right now, marketers are rewarded more for television placement than most any other kind of media effort.

I recently participated in building a report around a survey where the team investigated the success of lead generation via various marketing methods, specifically in a B2B setting. What was interesting in the survey was that the mix of methods people were using for the online part of their marketing efforts was still bearing out value for old standbys like an email newsletter, search optimized press releases, white papers, case studies, blogging, and new media like podcasting and social networks.

While working with CrossTech Partners on some of their solutions and evaluations of companies looking to implement social media technologies, I found the same thing: that measurements were lagging techniques, and that companies were put in a position where the effort to measure was definitely a matter of building meaningful metrics where none previously existed.

How are you approaching your integrated marketing strategy? Where is the lion's share of your effort going now? As you consider your marketing technology plans for the coming months, how are things evolving? Send email to [email protected] to discuss more.

And, don't forget to check out our New Marketing Summit event happening live in Boston this October.

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