This article shows a how the integration of direct marketing tools and social media platforms can make a marketing campaign successful. This integration gives the marketer the ability to reach consumers on a more personal level, through the medium of social networks and smartphones. This can “enhance emotional bonds with individual customers”, giving marketers an understanding of what consumers want from these tools. These tools would be very useful for targeting messages for an integrated marketing communication campaign; as long as the core idea behind the messages remained the same.
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK
Zachary Woods's insight:
This article talks about how the fragmented media environment, along with the rise in the availability of information to consumers, makes today’s consumers harder to reach with just traditional marketing techniques." To ensure that the same message is communicated across multiple channels – integration is essential." This article also talks about how it’s not enough just to have messages across all media; the messages have to be tailored to the target audiences, while at the same time keeping the essence of the core message. This shows use the importance of a strong power idea for an IMC campaign. In order for a campaign to be successful it needs a strong and integrated core message.
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