platform | integrated marketing
integrated marketing
Traditional agencies talk about it - they aspire to it - they know it is the only way to effectively serve a customer concerned about marketing ROI. But can they deliver? Are they prepared? Do they have real experience?
DJG's principals have spent their entire careers working on integrated marketing programs. From six figure campaigns to multi-million dollar launches - you get the real know-how of flawlessly pulling together all of the elements to drive growth in the marketplace.
And what exactly is integrated marketing? While many definitions of IMC exist, we believe the following, published in the Journal of Integrated Communications, Northwestern University, best reflects the state of the art in our field:
IMC is Customer-Centric
- Every integrated marketing communications strategy begins with an acute understanding of the customer. This approach goes far beyond demographics to uncover the customer segments and consumer motivations that drive purchasing decisions.
IMC is Data-Driven
- Today, marketers have more information than ever about their customers’ behaviors and preferences. IMC depends on this data to identify and understand a company’s best customers and to make informed decisions regarding how to communicate with them.
IMC is Integration
- Customers and other stakeholders—including investors, the media, employees and others—do not distinguish between messages intended for them and those intended for other audiences. IMC not only integrates the marketing communications disciplines of advertising, direct and e-commerce marketing and public relations, but also advocates the alignment of all of a company’s business processes, from product development to customer service.
IMC is Effective Branding
- When companies respect and understand the customers to whom they market, customers demonstrate their appreciation with loyalty to products, services and corporate brands. These loyal customers reward the companies with high retention rates, which in turn translate into companies’ measurable success and improved bottom-line profitability.
E-mail David Laurenzo to learn more about philosophy at DJG.
