When It Comes To Integrated Marketing – The Defense Can Never Rest

I was wrong. I stand before you – well actually I am sitting as I write this, but regardless I am here before you to  beg forgiveness, to tell you I was wrong – dead wrong when it comes to integrated marketing or cross-channel marketing or omni-channel marketing or whatever other phrase you know it by.

Back in November of last year I scribed The Need For Marketing Integration – The Defense Rests. In that now ill-titled piece, I wrote of something I came across on MarketingCharts.com: Multichannel Retailers Struggle To Create A Seamless Brand Experience.

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More Proof That Television Advertising Is Alive And Well

Ok, ok, quiet down everyone. All those who have predicted the demise of television advertising raise your hand. You know who you are, the ones who have forecast doom and gloom for television advertising in the digital age for years  now. You’ve been predicting that social media, mobile advertising, online advertising and digital advertising in general will spell the end of our near and dear friend – the television when it comes to advertising.


This article is directly squarely at you or as we say in Philly – at yous. (Yes I know the grammar police will be after me but please pardon my brief colloquialism if you will.

If television advertising is on its death bed how do you explain the fact that almost two-thirds (62.4% to be precise) of all advertising dollars spent by the major media buyers was spent on television advertising?

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Hey CMOs, It’s Time To Get Disruptive

Many moons ago I wrote an article entitled simply Are You Disruptive? In that piece I openly questioned if marketers or business owners, brands, etc., were in fact, disruptive. As I wrote then which is still very true today. I myself am “disruptive” by nature, disruptive not in the breaking mom’s china manner, but rather questioning the accepted norms. Or as Howard Jones would put it, “challenging preconceived ideas.”

I was reminded of my earlier piece while reading something from Forrester Analyst Corinne Munchbach. In a blog post she used the term “Embrace digital disruption.” Now she was using it in the context of something CMOs need to do in 2013 and she was in fact referring specifically to B2C CMOs but I absolutely believe it applies to ALL CMOs – B2C and B2B CMOs alike.

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When It Comes To Mobile Marketing, Integration Is Key

As a long-standing proponent of marketing integration I can speak to the fact that many marketers still have difficulty in putting it into practical use, including many chief marketing officers which was the basis of my piece aptly titled The Eleven Letter Word That Continues To Elude All CMOs And Marketers.

Based on recent research it would appear many in the mobile marketing space would be wise to integrate their marketing messages, especially this holiday season and in particular across two specific mediums.

The research comes from Responsys, AKA the company I work for, and reveals some very interesting and intriguing findings and shows a clear correlation and opportunity for mobile marketing folks.

According to the research almost 40% of consumers who previously opted in to receiving promotional emails from a retail marketer are also interested in getting promotional messages from these same retailers via SMS or text messaging. The findings alone would be significant but when you factor in that this past Cyber Monday saw an increase of 96% in mobile sales year-over-year from 2011 according to IBM, plus mix in the the fact that the percentage of emails being read on a mobile device are growing steadily literally as we speak – 

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Marketing Integration – The Number 1 Thing B2B And B2C Marketers Want To And Need To Learn

Not Search Engine Marketing. Not PPC. Not even Social Media Marketing. No, the #1 thing B2B Marketers and B2C Marketers alike want to learn more about is marketing integration and creating a true integrated marketing strategy.

This not-shocking-to-me finding came from a report released by Webmarketing123, who surveyed over 500 marketing professionals. There are other findings which I will share with you, but after reading the report and reading it over, I knew right away the one finding that stood out from all others and it happened to be the very last chart in the report.

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