Marketing Convergence: How the Leading Companies Are Profiting from Integrating Online and Offline Marketing Strategies will enable you to market your products and services more effectively using the Internet. You will increase your organization’s profitability because you’ll know how to navigate the minefields of online, interactive, and traditional marketing. You’ll have the key strategic insights into integrating your marketing across all media, and you’ll know how those strategies profitably—the way they have been used by some of the world’s smartest marketers.

Section I helps you identify the key signs to watch—and watch out for—including:

• The most profitable ways of “marrying”
• marketing and technology for greater market reach, brand building, and profitability.
• The truly critical components of successful convergence and integration.
• How to zero-in on the new savings—and avoid the new costs—of the new media.
• Rediscovering the power of testing through Internet “speed-of-light” testing.
• Maintaining the all-important human touch in all marketing and media channels.
• Putting profitability, community, and “stickiness” into proper perspective.

Section II gives you the inside stories of the leaders of marketing convergence—the smart marketers who avoided the hype and capitalized on the substantial benefits of integrated marketing strategies and tactics. Some are well-known, others aren’t. But they share one thing: They used the strategies in this book to tailor their marketing programs to profitably meet the online and offline needs of their customers. 

The days of gaining instant riches online with no thought to the basics are gone. So are the days of broken promises, alienated customers, and disillusioned stockholders. The tools and hard-won experience chronicled in Marketing Convergence can make profitable integrated marketing a reality for you and your every company.

Foreword by Claire Brand and Scott Robinette

Preface

Ackowledgments

Section I The Strategies

1. Does the Internet Change Everything?
2. Who Survived the Dot.com Bomb – and Why
3. Successful Convergence = Integration
4. New Savings – And New Costs
5. Speed-of-Light Testing
6. The Human Touch
7. “Community” and “Stickiness”
8. Mars and Venus Come to Terms
9. The Challenges Ahead: Four Areas of Focus

Section II The Leaders

10. Action Performance: Synergy with Partners
11. American Blind and Wallpaper Factory: Making Shopping Fun
12. Carnival Cruise Lines: Online Sales Are Not Always the Goal
13. CDW/CDWG: The Personal Touch
14. Chicago Symphony Orchestra: Sophisticated Software
15. J. C. Whitney: Unlimited Depth of Assortment
16. (Mindpepper) Bargainandhaggle.com: Building Relationships Online
17. Omaha Steaks: An Online Profit Center
18. Peapod: Leveraging Logistics
19. Quixtar : Ditto Delivery
20. Spiegel: Small Staff/Big Results
21. Steelcase: The Power of Ensync
22. Yamaha Band & Orchestra Division: Online/Offline Integration

Executives Interviewed for Marketing Convergence


Index


" . . . sharpens your understanding of how to truly achieve marketing convergence and make the Internet work harder for you. . . ."

From the Foreword

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" . . . an excellent book packed with the wisdom of experience. Read this book if you want to learn from some of the true pioneers and successful veterans of Internet marketing."

Hans Peter Brondmo
Digital Impact Fellow

Author of The Engaged Customer

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"Finally – a to-the-point book that cuts through all the Internet noise – valuable and thought-provoking with practical application across all aspects of E-commerce and Internet Marketing.”

Joe Charno

Former Vice President, 
Online Management and Marketing

Sears, Roebuck and Company

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" . . . an insightful overview of Internet success and failures. Lessons from their book make it clear who the winners in the Internet Age will be. . . .”

John D. Baumann

President
The Swiss Colony

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" . . . incredibly practical and realistic! I lead seminars on Internet Marketing, and I learned a lot from the living examples from the seasoned veterans in this book.”

Ashleigh Groce Sawdon

President
The APG Group

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"Today’s marketers understand that individuals re using multiple media and multiple sales channels . . . a great look at how companies will succeed with this new consumer.”

Tom Collinger

Associate Program of Integrated Marketing Communications

Northwestern University