Know-How Exchange : E-Marketing

My organisation is also a large, 'fairly' top of mind business brand in the UK, and we have the same issues.

There is lots talked about this subject but little actual evidence on the benefits of integrated communications.
We can all rattle out the benefits (help overcome limitations with gatekeepers etc, more likely to hit target prospects, more likely to be read by target prospects, can be cost effective etc etc)

Might be worth researching Kevin Morley articles (of ex Rover fame and one of my marketing heros).

Good Luck

Hi Abigail,

A great resource is the book "IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns by Don E Schultz.

Schultz wrote his first IMC book in 1993 and this one published within the last year, offers an updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to. Basically 1-to- 1 marketing.

Numerous cases and real-world examples reveal how to use IMC to:

# Integrate internal and external communications programs
# Influence customers at every contact point
# Build long-term brand relationships

I think it might be the kind of information you need to start getting the buy-in moving in your direction.

I hope that helps.

Compare the email vs mail system (it is easiest, fast, effective and at lower cost), sell the customer benefits (media preference, information retention, impact,..), and show statistics that sell the importance of Internet in our lives and business.

Bye,

Juan Carlos