Themes to be explored include:
- Causes of channel conflict.
- Solutions to channel conflict.
- Working with agencies.
- Role of tools in integrated marketing.
Econsultancy is hosting Integrated Marketing Week from June 11-13 in New York in partnership with the DMA to answer these questions and more. Speakers include Seth Godin, Brian Solis, and representatives from Macy’s, American Airlines, Mastercard, Google, and many more.
Help us get the conversation started early around channel integration by attending Wednesday’s (May 15) video expert series, which will feature the following participants:
David St. John Tradewell: VP Client Development, North America, Econsultancy
David has been a marketing, advertising, and media professional since the early 1990s and has more than 17 years’ experience in digital, starting with roles at News Corporation and AltaVista.
He was a founder of one of Europe’s leading search marketing agencies Spannerworks, which became part of the world’s largest independent digital agency, iCrossing, now part of Hearst Corporation.
He has designed and delivered digital programs for dozens of Fortune 500 brands such as Coca-Cola, eBay, Oracle, Toyota, GlaxoSmithKline, and Barclays and joined Econsultancy in 2011 where he currently holds the role of VP Client Development for the Americas.
Agencies and brand marketers have been talking about ‘integration’ for decades, but for the CMOs I speak to, it remains one of their biggest challenges. To achieve real excellence, the modern marketer needs the skills to understand more channels than ever before.
As we outlined in our Modern Marketing Manifesto, brands must be connected, joined up, and integrated. Consumers don’t see the difference between digital and non-digital channels in the same way that marketers do, so to succeed we need to think and deliver experiences without delineation.
Murray Izenwasser: Strategy Practice Lead, Speaker and Founder at Biztegra
Murray Izenwasser has planned and executed online marketing strategies on behalf of some of the world’s largest and most recognized organizations and brands including Pepperidge Farm, SeaWorld Parks and Entertainment, Regent Seven Seas Cruises, among others.
When I say integration, I’m not actually talking about data integration, which is really contained in the Big Data trend.
I’m talking about the trend in marketing departments to break down the silos between groups, and creating cross-functional teams that market to specific audiences.
I mean bringing together multi-functional marketing teams, sales, technology, and product teams, and including legal, HR and other support functions as part of on-going marketing programs.
Dave Wieneke: Digital Strategy Practice Director at ISITE Design
Dave Wieneke manages the digital strategy practice of ISITE Design, an agency that helps clients differentiate themselves by creating the best (and most effective) digital experiences in their industries.
He is also a faculty lecturer at Northeastern University and Rutgers Center for Leadership Development. He’s also a regular contributor to the Econsultancy blog.
If web 2.0 is characterized by user participation, I submit that web 3.0 will be characterized by integration of the web into a set of application experiences. If user generated content is a mainstay of 2.0, then machine integrated content is the base of web 3.0.
Liz Miller: Vice President, Marketing and Thought Leadership Programs, CMO Council
Liz Miller oversees the daily operations of the Chief Marketing Officer Council, a global affinity network of top brand marketers, and the Business Performance Innovation (BPI) Network.
She also works with the agency’s consumer focused accounts, having worked with clients like Radiesse (BioForm Medical), the City of San Jose, El Camino Hospital, and Mobile Campus.