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	August 24, 2009 (updated October 29, 2009) The Media Meltdown Makes Integrated Marketing An Imperative by David Card with Mark Mulligan, Christine Spivey Overby, Jean-Yves Lugo	Average: 10  (1 rating)

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Executive Summary

Created by digitization and accelerated by the recession, the Media Meltdown of fragmented audiences and broken business models is disrupting traditional marketing strategies and partnerships. Marketing leaders must work with their teams, agencies, and media partners to update their vision of integrated marketing in order to counter the effects of the meltdown and to harness social media. Tomorrow's integrated marketing blends multichannel branded content with social media and strives to create a media analysis feedback infrastructure to enable message and media tuning on the fly.

TABLE OF CONTENTS

• What The Media Meltdown Means For Marketing Leaders
• Manage The Media Meltdown By Refocusing On Integrated Marketing
• Crafting Integrated Marketing Initiatives For The Post-Meltdown World

RECOMMENDATIONS

• Next Steps To Modernize Your Integrated Marketing initiatives
• Supplemental Material
• Related Research Documents

This is an excerpt

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