Topic: Integrated marketing communications: Growing Relevance In a Seamless Society
Synopsis: Since its birth decades ago, integrated marketing communications (IMC) has become more than a popular phrase. It’s a way of life for the modern marketer. Customer-centric marketing using heavy amounts of data has never been more possible than today. Marketers’ reliance on data has drawn them closer to IT experts and having a keen understanding of the ability to compete using data will define the success of marketers to come. This session will explore the future of IMC taking notes from case studies that examine effective uses of IMC in several industries.
Top-Level Outline:
1) IMC Defined (5 minutes)
2) Examples of IMC in Europe and the Americas (15 minutes)
3) Reasons for the Growing Importance of IMC (15 minutes)
4) Competing on Analytics (15 minutes)
5) Case Study #1 (20 minutes)
6) Case Study #2 (20 minutes)
7) Case Study #3 (20 minutes)
8) Q&A (10 minutes)
Denise Stillman is an 18-year veteran marketer and strategist with expertise in branding, marketing, strategic planning, sales and business development. She is the principal and founder of Clear Directions, a business advisement firm whose team brings business owners marketing strategy, “profit planning” and business coaching services to help them innovate and plan their way to a more profitable future. She is a member of the Worldwide Association of Business Coaches, the recipient of several Publicity Club of Chicago Silver and Gold Trumpets and the Public Relations Society of America MacEachern Award, and she holds an MBA from Northwestern University’s Kellogg Graduate School of Management.
