Datamine 3 New Models of Marketing Effectiveness
From Integration to Orchestration By Kate Cox, MPG Media Contacts, Denise Turner, MPG Media Contacts, John Crowther, Creston Unlimited, Tracy Hubbard, i to i research
Creating and delivering effective integrated campaigns is becoming increasingly like conducting an orchestra. This trend has increased in the last couple of years as the digital age continues to open up the potential for millions of conversations, and as advertisers and their agencies look for ways to make the growing multitude of channels work in harmony together. This move towards ‘orchestration’ and away from a more rigid approach to integration is suggested in a new IPA report, Datamine 3 New models of marketing effectiveness. From integration to orchestration. It also identifies four ways in which campaigns are organised.
Until now there has been no substantial analysis of how different models of organising and integrating marketing messages and media translate into business effectiveness. For the first time this IPA report addresses this, through a thorough analysis of over 250 IPA Effectiveness Awards case studies, entered over a seven-year period (2004-2010). With examples from Hovis, O2, Virgin Atlantic, HSBC, E4 Skins, Johnnie Walker and more.
