Integration must drive a channel’s goal

By

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

Recommended

/l/w/m/Sainsburys2.jpg

Sensible m-commerce move

Marketing Week

A recent report by Deloitte into app downloads for global consumer and healthcare brands stated that “brands need to decide whether an app is needed rather than a mobile website”. If there’s not a clear business case for a native app that really exploits features such as location, in-app alerts or rich user interface interaction […]

Olympic sponsors need to get employees on board

Marketing Week

I am pleased to see that BA’s employee engagement programme will involve staff in its sponsorship of 2012 Olympics and Paralympic Games. Key brands invest substantially in communicating with customers but too often underrate the value of internal marketing to their staff. It is at the point of interaction between customers and employees where the […]

Women of all ages will buy good design

Marketing Week

I totally disagree with Mark Ritson (MW last week). Good design appeals to women of all ages just look at Diane von Furstenberg, whose designs are loved by all women who can afford to buy them. Older women are not necessarily spending less and at the top end of the market, although those hit by […]

Latest from Marketing Week