Lee Odden, president of search marketing firm TopRank, visited Ad:Tech's recent conference in Chicago. He reported on a breakout session about the challenges of doing IMC (integrated marketing communications):
...there's still work to do for improved IMC between clients and multiple agencies. It's important that everyone needs to work off the same brand position. A clear vision, proper planning and effective communications are all key for effective integrated marketing communications.
Even when you're dealing with a subset of marketing communications like Core Collateral (white papers, bylined articles and case studies), the message stays the same: a clear vision for a consistent message across all types of collateral, good project planning, and effective communications between all parties involved in the project. (Parties include internal teams like marketing, sales and executives, as well as outside writers and agencies.)
I'm going to develop a form to use with my clients that will help to nail down a common marketing message, clear goal and brand identity across all Core Collateral formats; I'll share it as soon as I'm done.
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