Tag Archives: integrated media marketing

Businesses Adopt Comprehensive Approach to Digital Marketing

By Ira Kaufman

Digital Marketing synergizes social media with other media channels to realize ROI. Many companies launch into social and mobile media without creating a strategy.

The old school marketers are transaction oriented. Their strategy is to buy more media eyeballs, potentially creating “buzz” and sales. The new media marketers are customer focused, generating interactivity and relationships.

The five phase Digital Marketing Strategy  is comprehensive, customer-centered, and focused on delivering ROI.

Five Phases

  1. Assessment
  2. Strategic Branding
  3. Online Hub
  4. Integrated Media Marketing
  5. Monitoring/Evaluating Read More »

Social Media B2B Marketing for the Adhesive and Sealant Industry

By Patsy Stewart

Entwine Inc was selected by the Adhesive and Sealant Council to educate industry leaders about social media and B2B marketing at the 2010 Adhesive and Sealant Spring Conference in Savannah, Georgia. Ira Kaufman and Patsy Stewart studied the industry and gathered examples of companies starting to embrace social media such as Lanxess, H.B. Fuller, Cytec, Hexion and Arizona Chemical. It really wasn’t a surprise, but  the adhesive and sealant industry has barely tapped into social media.

Social Media Revolution – Creating Value for Your B2B Business

Our presentation, Social Media Revolution – Creating Value for Your B2B Business, introduced industry leaders to the value of Social Media when used in an Integrated Media Marketing Strategy.  We divided it into three parts; the case, the integrated strategy and the social media marketing tactics. Read More »

Beyond the Social Media Hype… Integrated Media Marketing

By Ira Kaufman

The vast changes in media have triggered a revolution in marketing.  Rupert Murdoch noted it in 2006.

“To find something comparable, you would have to go back 500 years to the printing press or the birth of mass media… Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now, it’s the people who are taking control.”

Business Response

Business is quick to acknowledge the changes but their response is varied.  In a recent survey of small business owners

“67% agreed that social media is a good way to increase business, yet 39% did not plan to use social networking in their marketing plan in 2010.”

79% of the  Fortune Global 100 are using at least one social media platform.  Most of the companies have had success with social media. Read More »

Success Proves Social Media Strategy is Key

By Ira Kaufman

Strategy! Strategy! Strategy! -  the key to successfully integrating social media into your marketing mix.  Business Week points out that  companies are moving from Discovery to Experimentation and finally to Adoption in their social media experience.

With this growing expertise, experts agree that 2010 is the year for Developing Strategy,  Integrating Media and Designing Metrics.

Social Media 2010: Competitive Advantage and Survival

As Social Media Marketing is becoming more strategic, Read More »