Integration must drive a channel’s goal

Judd Marcello at e-Dialog’s response to the IPA’s new publication “Datamine 3 new models of marketing effectiveness. From integration to orchestration” (MW last week) suggests the report is confused because it reaches the conclusion that “a matching luggage campaign delivers positive business results in 72% of cases, while no integration whatsoever delivers the same in 74% of cases”.

As a co-author of the report, we were surprised at this conclusion because it was our strongly held belief that an integrated solution is always the right answer whatever the question.

However, our analysis showed that constructing activity specifically to drive different goals by channel can also be an extremely effective route to drive step changes in sales and profit. This approach has the added benefit of being significantly easier to manage for the marketing department across different specialist agencies and internal silos.

We hope the IPA’s report can become a useful guide for clients and agencies about the best type of integration or orchestration to employ based on the brand, category and goal rather than just making an assumption that a participation-led multichannel integrated approach in digital media is right at all times, for all brands.

Kate Cox
Head of integration and orchestration
MPG Media Contacts

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