Archive for the ‘Integrated Marketing’ Category
The Adcom Group of Companies just launched the newly designed and developed Let’s Move It! website. The website was originally developed to be a consistent brand for Cleveland Clinic’s sport sponosrships. This year, Cleveland Clinic worked with The Adcom Group to evolve the campaign objective to be more of a wellness hub for the Clinic system, complete with a whole new redesign and site build. The website allows you to easily submit your wellness questions right on the homepage and acess videos, tips and articles on diet and exercise. Continue reading The Adcom Group Launches New Let’s Move It! Website
Check out two great projects we just completed for our client, Cliffs Natural Resources: Continue reading Cliffs Natural Resources Launches Website Today
Hallie Bram and Eric Kogelschatz are not only TEDxCLE co-founders, but part of our staff here at The Adcom Group! Hallie, Studio Business Manager for Uppercut Motion + Sound, manages the studio team members as well as all of the work flowing through the department. Eric is the Director of The Adcom Group’s new Strategy and Insights Department. Eric plays a pivotal role in analyzing the brands, target audiences, and relevant ecosystems of Adcom’s clients through primary and secondary research. Continue reading Q&A with TEDxCLE co-founders Hallie Bram & Eric Kogelschatz
Kendall Allen calls it “Ad Hoc Digital”. Tom Schick calls it the “Duct Tape Approach.” What ever you call it, the non-strategic, non-integrated and non-connected -together injection of tactically employed digital “media” into an overall marketing strategy continues to stunt the growth of many marketers.
Personally, I like the concept of vertical integration as a metaphor for building effective marketing integration: In classic vertical integration in manufacturing, there is upstream vertical integration (like Ford owning steel and rubber companies). There is downstream vertical integration (like American Apparel owning its own retail outlets), and balanced (both upstream and downstream) vertical integration where the company owns or controls the whole process, from raw material to final distribution.
For my metaphor, think about your owned content as your upstream vertical integration, and your owned or borrowed channels as your downstream vertical integration.
Unlike classic vertical integration, which can be visualized as a linear path with a beginning and an end (the one way stream), great integrated marketing now should be seen as a never-ending circular whirlpool-like stream with analytics and ROI measurement built in along the stream to allow for flexibility, speed, scalability and precise addition and subtraction of tactics throughout the continual process.
Like classic vertical integration, this approach is a strategic initiative with a lot of moving parts that requires a strong partner and organizational commitment and resources.
If you are currently doing the “Ad Hoc” or “Duct Tape” toe in the water approach, it’s time to jump into the stream.