Are you confused about what “integrated marketing” really means? Have you ever struggled to put together an integrated marketing campaign? Don’t feel bad, you’re not alone.
Many marketers misidentify multichannel and omni-channel marketing as integrated marketing, but they are not the same (more on that topic here).
Thanks to the internet, consumer devices, and the explosion of marketing channels, it’s nearly impossible to keep up with all of the strategies, tactics, and technologies needed to execute a truly integrated marketing campaign.
Don E. Shultz, professor (emeritus-in-service) at Northwestern University said it best, “Companies cannot execute a truly integrated marketing solution until they put the consumer into the organization chart of the company.” Marketing plays a role in every department of a company, from the position within the marketplace to research and product development, as well as pricing, placement, sales, public relations, vendor relations, human resources, customer support, and many other aspects.
In 2009, Shawn Elledge launched the Integrated Marketing Summit (IMS) to help marketers navigate the explosion of marketing channels, technologies, and consumer devices resulting from the advent of the internet, social media, and the variety of connecting devices. Shawn hosted thirteen IMS events all over the U.S., inviting hundreds of the best marketing minds, from both b-to-b and b-to-c industries, to share their expertise. Optional hands-on workshops were added to the IMS events in 2010 to help provide additional training for professionals struggling with various tactics and strategies.
Late in 2010, IMS updated their logo to better reflect the themes of integration and education.
IMS continued to host educational events and hands-on workshops around the country for another five years, becoming the nation’s premier event for integrated marketers.
Recognizing the fact that many business professionals couldn’t afford to attend an event, either due to budget or time constraints, IMS started to host online webinars and training programs. It didn’t take long before realizing that, in order to truly support the business community, IMS needed to centralize their content and support efforts into a larger, more robust online environment. Since IMS was positioned as an event only, it made sense to create a larger brand that would act as an umbrella for all of the new services we planned to offer. So, in 2016, IMS launched the Integrated Marketing Association.
The Integrated Marketing Association (IMA) is dedicated to the continued education and support of all business executives that are interested in integrating their marketing efforts, throughout their business, for the best possible success. Our goal is to provide convenient and affordable access to the most current and effective marketing practices via online content, case studies, research, training, marketing technology showcases, resource directories, job boards, webinars, in-person events, and consulting services.
There is no fee to join IMA, consume our content, or to participate in our online discussions and research projects. In addition to our hands-on workshops and in-person events, IMA plans to offer a series of affordable online training classes. Members will soon be able to create their own online profile and upload their resumes for free on our job board. Martech showcases will allow members to view online demonstrations of various marketing technologies 24/7, without having to schedule a personal demo with each solution provider.
If you would like to contribute to our community, or have a specific request, please send an email to Shawn Elledge at selledge@integratedmarketingassociation dot org.
We look forward to serving you!