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The End of Mass Media Marketing The biggest challenge faced by all marketers today is determining the right mix of media and integrated marketing disciplines to most effectively reach the target audience, and to achieve the behavior objective (e.g. brand awareness, drive traffic to retail and/or the web, register into a database, attend an event, etc). The challenge stems from three developments in the last decade: New technology and new media New ways to segment target audiences The trend away from mass media and toward non-traditional integrated marketing disciplines (e.g. events, media relations, direct marketing, sales promotion, mobile marketing) These challenges are being faced by the biggest brands and companies as well as by smaller companies and not-for-profit organizations. Ever since the world of marketing discovered that a brand can be introduced and sustained without massive amounts of mass media, a whole new ball game has begun. Davidoff Communications offers an ISAP (Ideal State Actualization Planning) strategic planning model to help companies and organizations determine: What the goal(s) of marketing should be Who the marketing should be targeted at What action the target should take The most effective ways to reach the target with a message A continuous plan to drive home the sale Ask Davidoff about having an ISAP process facilitated for your business. |
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EFFECTIVE: “Davidoff played a role in really expanding our sales force and sales results as a direct contribution from the projects.”
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Peter Rodes
Division VP Consumer Markets for Blue Cross Blue Shield of Illinois |
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