"A recent research project involving more than 50 brands across a number of industries quantified the tipping point: Companies that support integrated marketing with four or more media vehicles can expect an average increase of effectiveness of more than 20 percent. One durable-goods manufacturer we examined found that when display ads were included in an integrated campaign, ROI jumped by more than 40 percent."
That quote from MediaPosts article "Media Metrics: Go Forth And Multiply" brought me to do a lot of research on what constitutes and Integrated Marketing Campaign....
"As many of our clients continue to pour money into digital media such as display ads, branded search, unbranded search, social media, microsites and widgets, we have learned much about the effectiveness and efficiency of each vehicle. One of the most interesting trends we have encountered is the synergistic relationship between offline and online media. By this we mean that media no longer operates in a vacuum - and that what you do online affects what you do offline, and the reverse. This, in turn, allows marketers to understand what's working (what to keep) and what isn't (what to kill), as well as how they all work together in an integrated campaign.
Marketers are now being asked to do more with less. Taking advantage of synergies and intergrated marketing techniques allows marketers to drive more sales without necessarily buying more media."
So what is working? A recent study shows the percentages of various media channel changes anticipated in the coming years that are used from a study called the "Integrated Media Marketing Mix Study"...
To me the key is presenting your media solutions as an Integrated Campaign that combines the Medium, The Message, and Measurement into a great return for your clients. I've posted before about opportunities that abound for stations to become an advertising agency by offering various platforms that provide connectivity. For example, a radio station has commercials as a platform, they should have a listener database with e-mail addresses for an e-mail blast campaign, they can increase revenue by selling Google AdWords campaigns to clients and managing that part of the marketing, plus if the station has a web site they may use display or video advertising platforms to complete the integrated campaign....
"Even as marketers are bringing more digital media into their integrated campaigns, traditional media remain a core component of the marketing mix" said Yoram Wurmser, Ph.D., DMA research manager and author of the report.
"Digital media ranging from the firmly established email to the nascent mobile marketing channels are complementing - not replacing - direct mail, telephone, events, and direct response broadcast advertisements," Wurmser said."