By Richard Rosen
Delivering a typical language, greater methods, and a suite of sensible instruments, Convergence advertising and marketing is a real-world advisor that effectively combines the easiest of name and direct into anything extra strong and powerful than both should be by itself. Convergence advertising and marketing bargains the type of real-time responsibility that positions advertising as an essential and potent portion of leadership's total enterprise process. Convergence brings model and direct including recognize to either disciplines, in the related silos. And it deals the required instruments and approaches that carry greater effects. Our international industry calls for not anything lower than this absolutely built-in method. Convergence advertising is the foremost to transferring advertising communications efforts from a cost-based to a profit-driven version and may have your CFO begging you to spend extra money.
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Extra resources for Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits
It was one of the highlights of the 1980s, right up there with disco and Bananarama. Integration was the catch-all strategy of the day—except that it meant something different for everyone. The reason I bring this up is to clarify, right here and now, that convergence is not integration. Granted, it seemed like a good idea to those of us who were in marketing 11 CONVERGENCE MARKETING and advertising back then. But so did shoulder pads and big hair. Integration was supposed to create an environment where all disciplines of brand, direct, sales, and public relations (PR) worked in harmony.
It works for both consumer and business-to-business (B-to-B) marketing. The pipeline has been a sales tool for as far back as I can remember. We are going to use the database to understand exactly where the individual is in the sales process so we can communicate directly to the individual. From now on, everyone in marketing and advertising will understand that a fulﬁllment package sent to a prospect is not merely fulﬁllment, but another important step in the sales process. Internalizing this new information will help us determine the next step for each customer, as well as the communication needed to get the customer there.
Once you have this general understanding of the methodology, I’ll provide much deeper insight into each aspect. You’ll also be given pragmatic tools and case studies to help you move forward with this practical and timely approach to marketing and advertising. 1 is a helpful comparison between 1 The Integration of DM & Brand (New York: Direct Marketing Association, 2007). 1 Traditional Model versus Brand-Interaction Traditional Advertising Model Convergence Model Awareness Awareness 100% Engagement Interaction SURVEY CLASSIFY DIALOGUE Preference 80% A $$$ B $$ C$ D Opt out Consideration Preference Consideration 60% Trial Sale Up-sell/Cross-sell/Referral Sale 40% the traditional model that still works for a few and the new model of Brand-Interaction that is proven to work with high yield and leverage for many.
Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits by Richard Rosen