Newsstand

June 16, 2011
INTEGRATED MARKETING IS THE NEW DIRECT MARKETING [DMA11]

Integrated marketing is the new direct marketing paradigm that takes all channels into consideration to develop a comprehensive marketing plan that leverages data and customer insights. This is the process that assures that messages across all marketing channels are consistent and relevant. Instead of thinking only about how to structure one element, today’s direct marketers have to consider how to communicate effectively across both traditional and modern marketing channels. Wherever members of their target audience are receiving information, marketers should have some component of a complete message.

This complex task often starts with establishing marketing objectives and setting a budget, then analyzing how to distribute that budget across the various media opportunities. A “master” message needs to be developed and broken down into pieces that are dispersed throughout the direct marketing realm without diluting the impact of the message as a whole. Today’s consumers may not sit still for a complete message, so the process of communicating with them needs to be managed and carefully coordinated among all marketing channels in order to build and sustain a brand.

Over 10,000 attendees will discover the latest in integrated marketing and direct marketing at this year’s DMA2011 Conference & Exhibition Oct 1-6 in Boston. DMA2011 is the only global marketing event that provides “integrated insights” to help attendees navigate through a sea of educational content to find the programs they need. These new “virtual paths” include hand-picked blocks of concurrent sessions that work in concert to walk beginning, intermediate and advanced direct marketers through the key steps and processes of integrated and real-time marketing.

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