Creating an effective marketing strategy that represents an organization’s brand and meets business objectives is essential. Marketers are tuning their efforts to connect with consumers wherever they are to achieve complete customer-centric engagement. In order to stay relevant in today’s digital era, organizations must strategically coordinate their communications efforts across a variety of communication channels and use those channels clearly and consistently to maximize impact. Integrated marketing uses both traditional and digital media to effectively engage consumers.
Tapping into omni-channel marketing, tracking insights into consumer behavior and media consumption, and staying on top of media and marketing trends and technologies are vital to successfully connecting and relating to today’s consumers. Marketers must stay abreast of new technologies, ideas and trends in a constantly changing future. This page contains essential research and case studies that span marketing channels and industries that any marketer- novice or seasoned – will find highly beneficial and relevant.
Integrated Communications Research and Case Studies
|Date||Title||Document Source||Publication||Marketing Channel|
|3/2013||Advertising Analytics 2.0||Research||Harvard Business Review||Any Marketing Channel|
|2/2013||Emerging Touchpoints Require A Marketing Mind Shift||Research||Forrester||Any Marketing Channel|
|8/2012||The Role of Paid and Earned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment||Research||Marketing Science||Any Marketing Channel|
|7/2012||INTEGRATED COMMUNICATIONS, INTEGRATED MARKETING COMMUNICATIONS AND CORPORATE REPUTATION: EVIDENCES FROM DELL COMPUTER CORPORATIONS||Research||Researchers World||Any Marketing Channel|
|8/2011||Personas Require Regular Updates||Research||Forrester||Any Marketing Channel|
|3/2009||Measuring marketing: McKinsey Global Survey Results||Research||McKinsey & Company||Any Marketing Channel|