Business Value and Integrated Marketing Communication

 As we developed the software suite, one of the value centric models used was the Integrated Marketing Communication model along with a complex multiple regression.  For example during discovery we sometimes find value pillars and drivers that are interdependent with outside sales people and internet marketing activities.  Our experts could use CenterfigurE software (based on IMC) to balance efficiency and effectiveness of international,  national or local marketing campaigns to optimize a return.  This is one of the ways we use integrated marketing communications for maximizing business value.

NorthWestern’s Clarke Caywood says, “Integrated Marketing Communication is a concept of marketing communication planning that represents the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines –general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency and maximum communication impact.”  See the IMC model below:

Note: We use online/offline metrics along within IMC model in CenterfigurE software.  If you are planning or projecting a new campaign strategy see the article below.

By Steven McKee:

Sales & Marketing August 13, 2010

The Integrated Marketing Mess

…There has never been a better time for small marketers to act big. The tools, tactics, and best-of-breed vendors are increasingly available to help you take on larger competitors. But if your approach isn’t integrated, you risk having your plan jerked here and there by the latest tricks and tactics, with no formal analysis of whether (or when) they make the most sense for your brand….

This IMC model represents most any marketing campaign.  Whether you have an offline or online approach for getting better results.  Learn how we analyze it to discover value drivers.