Integrated marketing: the five most serious challenges, and how to overcome them

Most marketers are wholeheartedly embracing the concept of integrated marketing, but championing, crafting, and executing integrated programs successfully can be a struggle.

Integrated marketing: the five most serious challenges, and how to overcome them

Ellen Neuborne

When Angie Vlasaty joined Trimble Navigation Limited in 2003, one of her first assignments was to promote the use of integrated marketing programs. The objective sounded simple, but it was complicated by hurdles Vlasaty encountered as survey marketing communications manager for the maker of advanced global positioning systems, based in Sunnyvale, Calif. “Each division had its own vision, distribution, and customers,” recalls Vlasaty, who also discovered that two divisions were marketing the same product under different names. “I could see that integration was going to be...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands