Integrated communications
The marketing and communications industry has traditionally been measured by advertising expenditure and the performance of major international advertising groups.
Integrated marketing is the provision of a wider range of marketing and communications services to organisations without the traditional retainer fee paid to advertising agencies. It is a more responsive, targeted and ultimately successful method of solving an organisation’s communication issues or taking advantage of their opportunities.
The market for integrated communications is changing and:
- Has a strong growth outlook;
- Is more cost effective for client organisations; and
- Is creating additional demand for specialist services.
Daemon Group identified that a simplified model, which allowed a client to manage all their communications through a single agency relationship would:
- Create a greater synergy between communication methods; and
- Enable total integration of communication techniques, reducing client cost and increasing a client’s return on investment.