Contact Information: Chuck Manners Executive Vice President/Partner Godfrey chuck@godfrey.com
Godfrey Launches Initiative on Hyperintegration -- A More Comprehensive and Cost-Effective Approach to Message, Media and Audience
B2B Agency Promotes Everhart to Lead New Initiative
| Source: Godfrey Advertising, Inc.
LANCASTER, PA--(Marketwire - November 20, 2008) - With today's media landscape in constant
flux,
business-to-business marketers must find ways to create deeper, richer and
more compelling online experiences for their customers and prospects.
That's why Godfrey (www.godfrey.com), a leading B2B marketing
communications agency, has launched a new initiative called
hyperintegration -- a more comprehensive and programmatic approach to
the traditional marketing communications model of message, media and
audience. Hyperintegration transcends the traditional approach by focusing
on customer attraction, interaction and engagement. This new approach can
be especially beneficial to marketers looking to stretch their budgets in a
time of economic uncertainty.
To support this initiative, Godfrey has promoted James H. Everhart to the
newly created position of vice president of hyperintegration. A 20-year
veteran of Godfrey, Everhart previously was vice president of strategic
development.
To learn more about hyperintegration, see below:
-- Hyperintegration offers B2B marketers the opportunity to plan and
shape the customer/prospect experience. This new potential arises from
several critical abilities of the new media: their complementary
nature, ability to be linked and trackability.
-- Hyperintegration gives B2B marketers the opportunity to formulate a
strategic program that tightly links all tactics -- both new and
traditional media -- into a planned customer experience that can be
measured and improved continuously.
-- Integration has always assumed that the whole is greater than the
sum of its parts. Hyperintegration energizes that strength by
combining or coordinating marketing efforts to produce returns that are
larger than those generated by individual tactics done separately --
returns that are becoming increasingly important to marketers in a
budget-conscious economy.
-- For B2B marketers, the major benefits of hyperintegration are:
integration, innovation, analytics for continuous improvement, insight,
accountability and competitiveness.
-- Everhart said, "The magic of hyperintegration is this: anticipating
the needs of users, giving them what they want, allowing them to drive
the marketing process, and making the 'and then what' questions
seamless, intuitive and easy for the user. It's hard work, but it's
the key to marketing success in a Web 2.0 world."
To learn more about James Everhart, see below:
-- Everhart began his Godfrey career in 1988 as a copy director. Since
then, he has held the positions of creative director, director of
interactive strategy development, director of strategic development,
and vice president of strategic development.
-- A former newspaper reporter and video entrepreneur, Everhart earned
a bachelor's degree from Franklin and Marshall College, Lancaster, Pa.
-- Russ Green, Executive Vice President and Partner at Godfrey, said,
"Jim was one of the early Godfrey pioneers of strategic integration.
Now, he's taking integration to a whole new level, combining his
knowledge and expertise in all aspects of Web 2.0 media."
What Godfrey Brings to Hyperintegration
-- Godfrey helps clients sift through the proliferation of new media,
allowing them to choose among traditional and new media options and
select the combination that delivers the right mix of customer
attraction, interaction and engagement.
-- Godfrey enables clients to access this new model through a
Hyperintegration Audit of their existing marketing program in terms of
branding, direct, search, analytics, mobile, and online activities, as
well as convergent public relations.
-- Godfrey incorporates new measurement capabilities into clients'
marketing programs, allowing B2B marketers to track what tactics are
successful and what messages are resonating, and gain insight into the
customer experience. Godfrey uses those metrics to constantly evaluate
and refine a program, creating a continuous improvement loop.
-- Godfrey helps position clients as industry leaders. Through planned
customer experiences, Godfrey links traditional advertising and public
relations with social media press releases, blogs, podcasts, search
engine optimization, RSS feeds, webcasts, online media monitoring and
reporting, and other emerging technologies.
Godfrey provides full-service, hyperintegrated
business-to-business branding and marketing
communications services. The agency offers research, brand management,
advertising,
convergent public relations, digital marketing, search (SEO and SEM),
strategic media programs, direct marketing and analytics
services.
MULTIMEDIA ELEMENTS
Godfrey's white paper, "Hyperintegration: Planning the Customer Experience
at Web 2.0 Speeds"
Godfrey's white paper, "Hyperintegration: B-to-B Marketing Integration in a
Web 2.0 World"
Godfrey's hyperintegration audit
Podcast on the basics of hyperintegration
RELATED LINKS
Godfrey's Web site: http://www.godfrey.com
Godfrey's Hyperintegration Initiative:
http://www.godfrey.com/experience/hyperintegration/default.aspx
B2B Insights Blog:
http://www.godfrey.com/blog/default.aspx