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A consumer-centric framework to develop insights for effective integrated marketing communications campaigns
Journal of Brand Strategy,
10
(1),
83-95
(2021)
Abstract
While the idea behind insight creation for integrated marketing communications (IMC) in the advertising and marketing industry has been around for decades, there has always been a shroud of mystery behind the actual creation. Often described as ‘more art than science’, insights creation has long been thought of as an unteachable skill.1 Through the use of a consumer-centric framework, this paper examines whether advertising and marketing professionals are able to harness necessary facts to explore, understand and develop a meaningful consumer insight. Based on depth interviews and case studies, the results suggest that practitioners need to uncover important ‘learnable’ components related to business, brand, culture and audience, while also relying on internal mechanisms such as judgment, interpretation and creativity to guide decision-making. The proposed consumer-centric insight development tool enables a fresh look at the learnable components to develop insights for new IMC work.
Keywords: integrated marketing communications; advertising insights; consumer-centric marketing framework; brand strategy; insight development; marketing insight
The full article is available to subscribers to the journal.
Author's Biography
JoAnn Sciarrino is the Isabella Cunningham Endowed Chair in Advertising and Director of the Stan Richards School of Advertising and Public Relations in the Moody College at the University of Texas at Austin, USA. Prior to working in academia, Ms Sciarrino was executive vice president of BBDO North America, where she led a successful team that provided research, analytics and modelling solutions for more than 30 global clients, most notably AT&T, Starbucks and Hyatt.
John Prudente is Senior Research Associate at The University of Texas at Austin in the Stan Richards School of Advertising and Public Relations. He has more than a dozen years’ experience managing online marketing campaigns and departments at both mid-market companies and non-profit organisations. He holds a Master’s in Public Administration from the University of North Carolina at Greensboro, USA.
