CCgroup worked with Digital TV Europe to survey over 100 marketing professionals in the broadcast and media industry in a bid to understand how they view and deploy integrated marketing communications.
How MediaTech Companies Can Use Integrated Marketing Communications To Achieve Commercial Success
With competition within the broadcast and media industry intensifying, being heard continues to be a struggle.
The “three dimensions” of marketing communications—how, when and what customers hear—has become inordinately more complex thanks to a heady blend of communications channels, ranging from traditional offline to digital online, and new mobile and social platforms.
The report highlights several stark findings:
- The majority only conduct marketing activity on an ad-hoc basis, despite its significant contribution to attracting new customers
- Those entrusted with effective marketing activation are not involved in its planning
- The hardest marketing activities to do are included least often—companies are failing to integrate marketing communications for the greatest impact
- Too many organisations are launching marketing campaigns without knowing what success looks like
