Essentials for integrated marketing

Integrated marketing communications is gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of taking a holistic approach to engaging consumers. But there is considerable uncertainty about how to staff, design, manage and measure the success of IMC campaigns.

Survey results underscore the need to identify best practices and address the barriers that can impede IMC efforts, including a lack of strategic consistency across communications disciplines; the absence of a common IMC measurement process; the existence of entrenched functional silos inside marketing organizations, as well as within their agency partners; and the dearth of cross-discipline skill sets among marketing staff.

Read the full article from Ad Age CMO Strategy (free login required).