Integrated Marketing – Live Online

Date Location Register
February 11 – March 17, 2016
Every Tuesday, 1:00 pm – 2:30 pm EST

Contact us to bring this topic on-site to your location!


With the ever-expanding demand for integrated, personalized marketing, you need to stay ahead of the curve. Mass marketing (broadcast media) has lost its grip as the prevalent marketing strategy and multichannel marketing (narrowcast media) is now being recognized as the relevant, cutting-edge marketing strategy to understand and execute.

This course will present five experts in various channels of integrated marketing with an overview and action plan section that will help you pull it all together. We’ll make sure you stay ahead of the curve with six weeks of information and solutions to the challenges you are facing.


  • Introduction: Right Customer, Right Time, Right Channel
  • Overviewing the Channels
  • Understand How Customers Define a Transformational Customer Journey
  • Dealing with Data
  • Content Strategy
  • Amplify!
Week 1: Introduction: Right Customer, Right Time, Right Channel

  • Defining: Integrated, Multichannel and Omnichannel Marketing
  • The key challenges to integration
  • Adapting marketing across people, platforms, processes, channels and screens
  • Case studies: Who is doing it right and how?
  • Taking inventory - An assignment

Week 2: Overviewing the Channels

  • Traditional channels - print, mail and email
  • So/Mo/Lo - social, mobile and location
  • Digital web - websites and search (SEO and PPC), display & OBA
  • Media - paid, owned and earned
  • What's next - virtual reality and NFC

Week 3: Understand How Customers Define a Transformational Customer Journey

  • VoC Research findings; How consumers (BtoB and BtoC) define Customer Experiences
  • 5 insights for providing a significantly improved Customer Journey
  • 2 best in class case studies; MassMutual and Gilt
  • Tips for personalized multichannel engagement
  • 12 action items for Customer Journey transformation

Guest speaker: Urvashi Singh, Marketing Director, MassMutual Retirement Services Division
Week 4: Dealing with Data

  • Targeting: lists, profiles and personas
  • Compliance: self-governance, guidelines and best practices
  • Results: Cross channel testing, analytics and attribution

Week 5: Content Strategy

  • Content with value: supporting business objectives and customer needs
  • Successful storytelling across channels - tips to attract, inspire and engage your audience
  • Leveraging content assets across channels - what works best and where
  • Case studies - consistency is key!

Week 6: Amplify

  • Case studies: Learning from your pi-shaped peers
  • Taking action - What to do tomorrow to maximize your integrated strategy
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.

Facilitator Bio
Gina Scala
Gina Scala
VP, Education and Professional Development, Direct Marketing Association
Gina Scala is DMA’s vice president of education & professional development. In this role, Scala oversees the comprehensive compendium of education and professional development offerings, including public seminars, live online learning, self-paced e-learning, and customized in-company education. She is also responsible for representing DMA in global development partnerships and activities.

Scala came to DMA in 2011 with a strong background in both marketing and learning and development. Prior to DMA, she served as director of marketing for a global professional development company, Editure, where she was responsible for the marketing strategy and development for six subsidiary companies. She also worked for Sadlier, delivering in-service training, and for Pearson Education as an educational product manager.

Scala holds a bachelor’s degree in communications from the Pennsylvania State University and a MA in special education from The College of New Jersey. She is also a credentialed teacher in the state of NJ.

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