The Difference in Integrated Sports Marketing: It's About the Consumer

Edward R. Erhardt

The author describes how ESPN/ABC Sports (a complex of TV cable networks, syndicated TV services, radio, magazine, Internet and events companies) customises integrated marketing for brands wishing to reach sports enthusiasts.

The Difference in Integrated Sports Marketing: It’s About the Consumer

Edward R. Erhardt ESPN/ABC Sports Customer

Integration has a bad name. Bundling.

Historically, media sellers have bundled, taking a cue from the multiple-title rate matrix of the publishing industry. But as marketers, it’s not surprising that the industry felt obligated to come up with a more sophisticated handle. The result – using the word integration long before it was appropriate – set the perception of media and marketing integration back decades. Only now are successful media/marketing organizations starting to rise above the misperception by creating true cross-media, cross-marketing platforms...

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