In a recent conversation with a client we were discussing the merits of taking an integrated approach to marketing, something we often advocate and find makes budgets and campaigns work much harder. But I was intrigued as to whether there had been any ‘scientific’ research on the subject, and after a bit of searching came upon the following statistic from the Centre for Integrated Marketing:
“Research by the Centre had already determined that the typical scale of benefit for marketers adopting Integrated Marketing was a 10–25% enhancement in business performance.
“This gain is achieved from a number of inter-related factors:
• Improvements in customer attitudes and behaviours arising from improved and more consistent experiences of brand value.
• Synergy and multiplier effects on profitability from improvements in customer attitudes and behaviours
• More efficient (and effective) media choices and mixes as well as better deployment of communication disciplines”
You can read the full article here.