Online Media Research Center Launched

In the US, a consortium of marketing and MR agencies and organisations have launched the Integrated Media Research Center (IMRC), an online resource for cross-discipline marketing knowledge, including case studies, research and discussion fora.

The founders, who also include the US Postal Service and the American Catalog Mailers Association (ACMA), say the site is designed 'to encourage an ongoing discussion among marketers worldwide about the most effective use of the many valuable marketing channels, including direct mail' - and to maximize brand return on marketing spend.

ACMA President Hamilton Davison says of the site: 'We do not understand enough about how various media channels work together, or even how to accurately measure the contribution of media channels to an overall marketing campaign. IMRC seeks to advance the state of understanding through research, case studies, best practices and fostering a dialog between professionals across a range of industry verticals and advertising sectors'.

Visitors will be encouraged to contribute content as well as suggest topics for research.

Acxiom Corp Director of Product Lisa Rapp, a member of the IMRC Board of Advisors, comments: 'Today's marketing landscape is complex and fragmented. Marketers need to know how to optimize the cross-channel customer experience to maximize ad spend. The Integrated Media Research Center will be a comprehensive resource to assist marketers with these pain points'.

Other members of the Board of Advisors include representatives of the ARF, Ipsos, McCann Worldgroup, Merit Direct and Mindshare, wile organisations providing support and case studies include Bentley University.

The site is at www.imresearchcenter.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.