133974 Resource 81701 49412 49412 1152810618210 1152810740843 Controlled Internet Marketing A Part Of Integrated Communications Strategies

The changing media environment requires a well thought-out marketing plan

Talking about the results from their<a title="integrated communication survey" href="http://www.ana.net/news/2006/06_09_06.htm" target="_blank"> new survey</a> conducted in May/June 2006, Bob Liodice, President and CEO of the Association of National Advertisers said, ”With the ever-changing, fragmenting media environment, it is more important than ever for marketers to develop and execute a comprehensive integrated marketing communications strategy.”  Highlights of the survey include: <ul type="disc"><li class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-list: l0 level1 lfo1; tab-stops: list .5in">63 percent of marketers rank organizational issues as the greatest challenge to successfully integrating their marketing efforts. More specifically, they identified the existence of "functional silos" inside their companies as a key challenge. </li><li class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-list: l0 level1 lfo1; tab-stops: list .5in">72 percent feel the development of the “Big” creative idea that can be leveraged across all marketing channels is the most important contribution an agency can make toward an integrated marketing campaign. </li><li class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-list: l0 level1 lfo1; tab-stops: list .5in">Almost 50 percent of marketers want their agencies to be media neutral when developing an integrated marketing program. </li><li class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-list: l0 level1 lfo1; tab-stops: list .5in">Sales data and ROI analysis are viewed as the most important measures of the effectiveness of an IMC campaign. </li></ul> As the media environment changes, and the use of the Internet keeps growing, including <a href="http://www.expansionplus.com/impr/index.html">online components in your marketing strategy</a> is a must.  And it can assist with ROI analysis – it’s all trackable. 10 application/xml false integrated communications internet marketing strategy Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1) 127.0.0.1 127.0.0.1 sally false true false false true 177676 false false true false false false true 81701 blog blogsite/Falkow/web