Beyond Branding: Integrated Marketing and Communication Educational Session
Presented by Mary Boone, President of Boone Associates
Date: March 1, 2013
Time: 9:30 AM – 1:00 PM
Location: Hancock 2023
Topic: Beyond Branding: Integrating Marketing and Communication
Speaker: Mary Boone, President, Boone Associates
Technology has transformed the landscape for communication and marketing. Gone are the days where we could "control" our brand messages in carefully crafted "push" campaigns. Internal and external messages are morphing into conversations. Stakeholders expect authenticity and have the tools to expose us if we lack it. Disgruntled (or happy) customers and employees can quickly and easily impact brand perceptions – for better or worse. Collaboration doesn't just happen inside organizations anymore. Oceans of data now offer the opportunity and challenge of communicating with individuals (instead of "segments") in highly specific ways. These and many other changes necessitate the close integration of marketing and communication.
In this session, Mary Boone will address questions such as...
• Why is it important to integrate marketing and communication?
• What makes social media "strategic"?
• What is Big Data and why is it a game-changer for marketing and communication?
• What are the 5 most important things C-suite leaders need to know now about marketing and communication?
• What new competencies are marketing and communication executives looking for in their search for talent?
This highly interactive session will involve both in-person and virtual participants in a lively dialogue about the new frontiers of marketing and communication. The session will also include Marist faculty members, industry professionals, and guest speaker, Roger Bolton, President of the Arthur W. Page Society, who will join the group virtually.
About Mary Boone
New ideas are often found at the intersection of diverse disciplines. Mary Boone has devoted more than 25 years of consulting and research to understanding the intersection of communication, organizational behavior, leadership, and information technology. She is an award-winning author, speaker, and consultant whose ideas are continually at the forefront of thought leadership in the field of communication. Her work has been featured in Harvard Business Review, The New York Times, The Wall Street Journal, PBS, CNN and many other major media outlets.
Written by Laura Zurowski