The terms integrated marketing and integrated communications are often used interchangeably. Whether you call it your marketing mix, communication mix, or strategy, the goal is to have a holistic approach that considers all channels and touchpoints.
Deborah Spencer, the Chief Marketing Officer of the Castle Group, discusses the concept of integrated marketing and its importance in strengthening relationships, telling compelling stories, and amplifying brands. She emphasizes the need to understand the audience and their preferred channels of engagement, as well as setting clear goals and objectives for marketing strategies. Deborah also highlights the significance of involving leadership in the process and the value of external perspectives in uncovering authentic messaging.
Integrated marketing is not just about what you want to say, but also about how your audience wants to engage with you. By meeting them where they are and showing that you care about their needs, you can build stronger relationships and achieve greater success in your marketing efforts.
About the Guest
Deborah Spencer is Chief Marketing Officer of The Castle Group in Boston, MA. As a marketing and creative strategist, Deb takes the creative process seriously. Her approach is to be imaginative and inventive—and calculated and tactical. She draws from decades of experience in marketing, creative direction, and project management to foster an idea to fruition and develop the best plan to deploy it.
Deb leads Castle’s marketing division, splitting her time between agency and client work. Her primary role is collaborating with visionary business leaders and creative teams to ideate actionable marketing initiatives that strengthen relationships, tell compelling stories, and amplify brands. Over her career, she’s directed hundreds of marketing projects, initiatives, and communications strategies—from marketing asset development to company branding to full-blown integrated marketing communications campaigns and strategies..
About the Host
Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.
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