DJ Sprague

The ideal scenario for integrated marketing and brand management

The IMC Manager offers?Ǭ†improved brand management and ROI.

A company with an Integrated Marketing Manager should deliver a higher ROI because they are able to manage and leverage every customer contact point, and deliver a more consistent brand experience, which usually translates into improved customer and employee retention, and better customer acquisition ratios.

In addition, an IMC Manager should be able to purchase media and advertising more cost effectively because they can roll all media and collateral purchases into one, thereby allowing improved negotiating leverage.

One problem I have seen with companies of all sizes is the fragmentation of media and marketing related purchases among many different departments, locations or individuals. One company had three different SMS texting contracts from three different providers, four different web development providers, three different customer database platforms and four different contact management systems, with several departments buying their own media! Nothing worked or integrated together and there were duplicate customer contacts and records, inconsistent messaging and many lost opportunities for cross-selling, up-selling and retention.

The marketing department is really the nerve center for the brand, so the more consistency, control and continuity in the brand impressions, the better. Not to mention cost controls through improved contract and vendor management.

Typically, but not always, the more centralization and integration you can achieve, the more brand and messaging consistency you will enjoy.?Ǭ† Not to mention increased cost savings and enhanced customer database marketing opportunities.

As always, there is no single silver bullet in marketing, but thinking through the advantages of an integrated and consistent approach will certainly reveal a host of benefits.

Best of luck!

Duane “DJ” Sprague