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|
|5/2014||Unleashing the Power of Cross-Platform Advertising||Research||Association of National Advertisers||Any Marketing Channel|
|3/2017||US Digital Media Usage: A Snapshot of 2017||Research||IBM||Any Marketing Channel|
|11/2015||Vendor Landscape: Gamification Solutions For Strategy And Execution||Research||Forrester||Any Marketing Channel|
|6/2015||Want to Talk to Me?: What Customers Want in Exchange for Their Personal Information||Research||Royal Mail||Any Marketing Channel|
|5/2017||Why Omni-Channel Retailers are Winning||Research||Salesforce||Any Marketing Channel|
|8/2016||‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications||Research||Journal of Marketing Management||Any Marketing Channel|