The big (consumer) picture

November 2008
Revolution (14605953);Nov2008 Digital Marketing Guide, p7
Trade Publication
The article offers insights on integrated marketing. It notes brands' recognition of the need to integrate online and offline customer data to get a complete view of the customer. Chris Pearce, business director at TMW, suggests integrating channels at different stages of the customer buying cycle to obtain more benefits. Brands are already combining electronic mails with user behaviour to boost cross and upsell avenues.


Related Articles

  • ESSENTIALS FOR INTEGRATED MARKETING. Liodice, Bob // Advertising Age;6/9/2008, Vol. 79 Issue 23, p26 

    The article discusses key elements for integrated marketing communications (IMC). The author states that the increase in IMC was pushed by a power shift from marketer to consumer. The author explains that consumer insight that can be translated into a differentiated marketing strategy is the...

  • INJECTING ANALYTICS INTO THE MIX. See, Ed; Skinner, David; Weinberger, David // Advertising Age;4/3/2006, Vol. 77 Issue 14, Special Section p17 

    The article emphasizes the need for the integration of analytics into the marketing process. Analytics--including dashboards, continuous marketing effectiveness tools and integrated marketing databases-historically have been viewed as a threat, says Sharon Otterman, vice president-integrated...

  • Integrating information resources to develop strategies. Schultz, Don E. // Marketing News;01/20/97, Vol. 31 Issue 2, p10 

    The article presents advice related to integrated marketing. According to the author, a critical part of integrating business strategy is constructing aligned and integrated data bases. Many organizations have focused on the end user as the basis for developing data bases. They have done this...

  • SYMAP: Computer Graphics for Marketing Management. Wolf, Jack S. // Journal of Marketing Research (JMR);Aug1969, Vol. 6 Issue 3, p357 

    A relatively new computer mapping program called Synagraphic Mapping System (SYMAP) has potential usefulness for marketers. This article describes the program and briefly discusses its probable applications to marketing problems.

  • Which part of my marketing spends really works?--Marketing mix modelling may have an answer. Doyle, Shaun // Journal of Database Marketing & Customer Strategy Management;Jul2004, Vol. 11 Issue 4, p379 

    The last few years have seen a growth in the use of statistical techniques to monitor the effectiveness of integrated marketing activities. This paper explores one of these techniques, marketing mix modelling (MMM), and describes at a high level the key components of an MMM solution.

  • Marketing Strategy. Faranas, Linda A. // Sales & Service Excellence Essentials;Nov2009, Vol. 9 Issue 10, p16 

    The article discusses how to tune out fragmented marketing strategies and to focus on effecting marketing tactics that can reach the targeted market. It is noted that it is rarely true that everyone is a potential customer; rather, every business has a core customer base that shares a common...

  • Who are you? Greenyer, Andrew // Utility Week;4/8/2005, Vol. 23 Issue 11, p16 

    Discusses developments and trends in the marketing strategies of companies in Great Britain. Significance of a personalized and targeted marketing; Need for businesses to keep customers and stem defections; Advantages of using market research and database analysis in marketing.

  • A firm foundation. Reed, David // Marketing Week;2/1/2007, Vol. 30 Issue 5, p33 

    The article focuses on the importance of having a good, firm marketing database to organizations in Great Britain. Marketing databases require hardware and software, which the marketing department may not pay directly. Costs directly attributed to marketing are likely to be data capture, data...

  • Corporate Strategies of Integrated Marketing. Căescu, Ştefan Claudiu; Ploeşteanu, Mara Gabriela // Romanian Journal of Marketing;2011, Vol. 6 Issue 3, p22 

    Corporate management includes in its whole methodology a series of specific instruments that are subject to strategic management. They are the result of the evolution of the concept of management and have as central element the strategy considered rightly as an essential tool of modern...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics