Integrated Marketing 2020

10 essential success factors for a joined-up marketing strategy

Today, marcomms are more complex than ever before. The duopoly of Facebook and Google now dominates online media investment while offline media buys remain important for many larger brands.

There are also many more opportunities to use content marketing to reach audiences on smaller media sites, blogs and social media through influencer outreach and re-targeting.

Owned media such as company websites, apps and social media pages play a pivotal role, since if you can encourage interactions on this brand there are opportunities to design integrated communications to influence audiences throughout the customer lifecycle using email automation, web personalisation and re-targeting. Yet more complexity is added as audiences vary their use of smartphone, tablet and desktop to consumer media across different dayparts.

The need for digital transformation

Our Managing Digital Marketing research revealed many challenges of how digital marketing is run in companies today. Problems included lack of focus on integrated strategy, testing and optimisation and structural issues like teams working in silos or lack of skills in integrated communications.

To counter these types of problems and so make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place. This chart from the research shows how many are active in transformation.

How is this briefing structured?

Our briefing will step you through 10 success factors which leading companies are deploying today to future-proof their business by creating more effective, joined-up media investments and customer journeys.

This visual example for the e-commerce sector shows the many opportunities for online and offline communications through the customer lifecycle. Our Integrated Marketing 2020 vision is that these touchpoints should be optimised by putting in place the right People, Processes and Marketing technology so they are mutually re-inforcing.

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