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Integrated marketing campaigns 'perform best'
May 20 2010, 12:03 PM
Companies hoping to launch a successful marketing campaign should ensure they take an integrated approach, it has been claimed.
Writing for Direct Marketing News, Bo Chipman, Senior Director of Account Management at Merkle, noted that delivering a positive marketing experience to customers requires a "systematic, integrated, cross-channel" campaign.
He noted that properly integrated marketing tends to be more successful than traditional methods.
"Consider these points. First, consumers who receive both email and direct mail pieces generally contribute more per household. Second, the use of the same agency and resources across multiple channels may reduce overheads and increase the bottom line," Mr Chipman commented.
He added that an integrated cross-channel strategy requires a solid foundation that involves good data management and analytic processes.
Writing recently for the same publication, Chris Paradysz, Founder and Chief Executive of ParadyszMatera and PM Digital, said creativity is the key when it comes to engaging consumers.
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