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Convergence Marketing: Combining Brand and Direct Marketing by Richard Rosen

By Richard Rosen

Delivering a standard language, higher procedures, and a suite of sensible instruments, Convergence advertising is a real-world advisor that effectively combines the simplest of brand name and direct into whatever extra strong and powerful than both will be by itself. Convergence advertising bargains the type of real-time responsibility that positions advertising as a necessary and powerful part of leadership's total enterprise procedure. Convergence brings model and direct including appreciate to either disciplines, in the comparable silos. And it bargains the mandatory instruments and tactics that carry greater effects. Our international marketplace calls for not anything below this totally built-in method. Convergence advertising is the major to transferring advertising communications efforts from a cost-based to a profit-driven version and should have your CFO begging you to spend extra money.

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We’re going to deliver the brand attributes while turbo-charging the interaction rate of the communication. The creative must look good and perform with far more leverage. When it all works together, everyone will feel okay about building brand and demand at the same. 32 Convergence Phase Two: Compressing the Sales Cycle We’ve designed the communication to build brand and demand at the same time. We’re using the same budgets that would have gone toward just awareness. Now we’re ready to nurture the relationship.

Convergence uses the same idea, relying on a database to methodically build relationships and communicate with customers. It works for both consumer and business-to-business (B-to-B) marketing. The pipeline has been a sales tool for as far back as I can remember. We are going to use the database to understand exactly where the individual is in the sales process so we can communicate directly to the individual. From now on, everyone in marketing and advertising will understand that a fulfillment package sent to a prospect is not merely fulfillment, but another important step in the sales process.

The magic of convergence is how to put these pieces together. That’s the secret sauce. ” You’ll see how some of the oddest combinations can deliver the highest yields. Meet the Primary Drivers These are four powerful primary concepts for you to employ with this new model. I will touch on them here and expand on them in upcoming examples and case studies. Know and respect the brand. This is the golden rule. You must know the essence of the brand and how it resonates in everything about the brand.

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