By, Lisa Arthur, CMO, Aprimo
Recently, season four of the acclaimed AMC television series Mad Men kicked off. In case you have been orbiting space since the show premiered in 2007, Mad Men is set in the 1960s and exposes the professional and personal lives of advertising executives based in New York City.
What was particularly striking about the premier episode was its uncharacteristic focus on public relations (PR) and its connection to the world of advertising. At the start of the episode, advertising executive and character Pete Campbell claimed that he does not deal with PR. It reminded me how much has changed since that era, and that today, while marketers may have a particular focus within the medium, we are more and more often required to understand all facets of marketing and integrate efforts across all channels. Today’s marketing professionals need to have an understanding of key business goals, how to align messages, all marketing channels (from print to social media) and how to drive the bottom line.