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.
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