Report

September 2003

• Traditional media's share of time and attention wanes.
• Rough estimates and past experience still drive marketers' cross-channel campaigns.

• Media profiling kick-starts integrated marketing success.
• Marketers should base media budgets on calculated multichannel scenario returns.
• A worked example illustrates the significant data that traditional methods miss.

• Get ad agents and media buyers to accept campaign SLAs.

• Online marketing will home in on the middle-aged.

• Figure 1.  European Consumers' Media Channel Usage
• Figure 2.  Integrated Campaigns Will Grow In Importance
• Figure 3.  Marketers Rely On Past Experience To Guide Channel Allocation
• Figure 4.  The Three Steps To Integrated Marketing Success
• Figure 5.  The Integrated Marketing Data-Gathering Checklist
• Figure 6.  The Technology/Online Profile Of CEBeauté's Target Consumers
• Figure 7.  The Media Mix Profile Of CEBeauté's Target Consumers
• Figure 8.  CEBeauté's Integrated Marketing Campaign Persona
• Figure 9.  CEBeauté's Integrated Marketing Campaign Scenarios
• Figure 10.  CEBeauté's Integrated Marketing Campaign Tracking Data

 

• Methodology
• Expert Firms Interviewed For This Report
• Related Research

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