Target Marketing asked a field of marketing experts the top four questions facing marketers in 2015. This is the second question in the series, “Can you move beyond the marketing campaign?” Our very own Lois Brayfield weighs in:
“The most successful direct marketing companies today are viewing their marketing efforts as an overall campaign, rather than an individual series of events,” says Lois Brayfield , CEO of direct marketing agency J. Schmid & Assoc. “They are developing a key message—or big idea—that is developed into a campaign, which ultimately feeds all tactics, whether it’s digital or print. These cohesive campaigns affect everything, including research, offers, product strategies and most certainly key messages across channels. Done well, the overall effect is a much more productive marketing plan across channels, and ultimately increased brand loyalty. It’s amazing that so many marketers still take a shotgun approach to their efforts and create marketing plans at the tactical level only.”
Originally published in Target Marketing, December 2014
Author: Thorin McGee
Read the full article on Target Marketing’s site here.
Tags: campaigns, Strategy