Early this month we talked about integrating customer-to-customer conversations using new media. A common WOM technique, it is an effective means of promoting products and services. Are there benefits from harnessing the power of your customers?

While further researching the topic this week I came across an excellent article written by Bob Liodice, President and CEO of the Association of National Advertisers.

Bob published a series on “Integrated Marketing Communications.” Take note of his observations concerning new media and the shifting power from the marketer to the consumer. We’re both on the same page.

Integrated Marketing Communications – 2nd Pillar in Reinventing Marketing

For those with limited reading time, here’s an example from Bob’s post that supports our discussion rather well:

So who really “gets” what integrated marketing communications is all about?

One company that does is Daimler-Chrysler. They’ve recognized that the traditional demographic approach to marketing planning is outmoded in today’s fragmented marketplace. So they’ve transitioned to a lifestyle approach – deeply integrating their brands into the popular culture through a breathtaking array of experiences: sports, fashion, entertainment, music, technology … and an equally breathtaking array of innovative channels: video-on-demand, event marketing, gaming, IPTV, text messaging, pod casting and webisodes, not to mention sweepstakes and public relations.

This highly integrated and diverse approach recognizes the fundamental change in consumer behavior from yesteryear – namely that people aren’t passively sitting at home watching their TVs. Rather, they’re actively engaged in and controlling their media experiences. To connect with these consumers, Daimler-Chrysler’s lifestyle strategy is seeking them out, wherever their heads and hearts might be.”

Side Note: There are a few posts on my blog concerning Mercedes-Benz use of “free music,” (brand and pop culture integration).
[tags] Marketing, Communications, Daimler-Chrysler, Mercedes-Benz, Bob Liodice, Association of National Advertisers, customer-to-customer, eoecho, eoecho.com [/tags]