by : Mary Fehrnstrom & David M. Rich
Published : Journal of Integrated Marketing Communications 2009
Abstract
Event marketing, a surprisingly effective channel to drive integration efforts, has in many cases become the connective, centralizing element of a campaign, drawing upon every other channel to optimize the brand experience and drive brand engagement. Getting there, however, requires fundamental changes in the way teams and talent work together, how departments are structured and the way in which the various agencies interact. For events to work as a lever to drive a marketing integration, these changes must be based on a new set of guidelines and strategic experience mapping (SEM).
As audiences increasingly turn to multiple sources for information and companies acknowledge the futility of simply turning up the advertising volume, the value of integrated marketing communications (IMC) is becoming more apparent.
Highly choreographed and targeted, integrated campaigns draw upon the strengths of broadcast, digital media, online social networking, advertising, direct mail, live experiences and other media to efficiently engage and move audiences through the sales cycle— wherever they live, work and play.
After years of industry debate and experimentation, what has become clear is that IMC requires more than mere adjustment of tactical plans to include multiple disciplines.. . .
Artikel lengkap dikompilasi oleh/hubungi :
Event marketing, a surprisingly effective channel to drive integration efforts, has in many cases become the connective, centralizing element of a campaign, drawing upon every other channel to optimize the brand experience and drive brand engagement. Getting there, however, requires fundamental changes in the way teams and talent work together, how departments are structured and the way in which the various agencies interact. For events to work as a lever to drive a marketing integration, these changes must be based on a new set of guidelines and strategic experience mapping (SEM).
As audiences increasingly turn to multiple sources for information and companies acknowledge the futility of simply turning up the advertising volume, the value of integrated marketing communications (IMC) is becoming more apparent.
Highly choreographed and targeted, integrated campaigns draw upon the strengths of broadcast, digital media, online social networking, advertising, direct mail, live experiences and other media to efficiently engage and move audiences through the sales cycle— wherever they live, work and play.
After years of industry debate and experimentation, what has become clear is that IMC requires more than mere adjustment of tactical plans to include multiple disciplines.. . .
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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