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Integrated marketing is a priority for the majority of organizations. Nearly 90% of respondents to our 2013 Integrated Marketing Study called it "necessary and inevitable" for mid to large sized organizations.
This mandate is well founded; over 80% of sophisticated integrated marketers say that they "see a direct relationship between integrated marketing and higher revenues."
But what is integration? Is it simply having hashtags on print ads and using Facebook to amplify television campaigns? This report seeks to first define integrated marketing from the perspective of working marketers, before looking at the paths and barriers to success.
Topics included in the report include the following:
- What are the essential elements of integrated marketing?
- How are companies working with these elements? How is their importance ranked?
- What are the obstacles to integration and how acute are they for different types of organization?
- How do companies rate themselves in their integrated marketing capabilities?
- What technologies are companies using to manage their integrated efforts?
- How are they managing data to compliment and power their integrated campaigns?
- What are the key concepts that marketers should take away?
To provide context for different types of company, study results are examined through the lenses of annual marketing spending and marketing sophistication throughout The State of Integrated Marketing.
Table of Contents
- Executive Summary
- What is Integrated Marketing?
- Obstacles to Integrated Marketing
- Data and Technology
- Key Findings: Humanity, Tech and the Secret Challenge of Integrated Marketing
- The Road Ahead
- Appendix: Respondent Profiles
- State of Integrated Marketing Report 2013 (448 KB PDF)