Week 7- The power of ideas; integration across all media.
This article introduces a cause or initiation for integrated marketing communications that I was previously unaware of. With the increasing amount of mediums and channels that already have or are currently being introduced into marketing, fragmentation occurs. This is a result of consumer attention being exposed to so many platforms and messages that marketing communications just seem to get lost. Communicating a consistent identity from message to message and platform to platform is the key. Not just providing each platform with the same message with the same tagline and the same colour scheme and labelling it “integrated”. Using identity as the basis or foundation, messages can be tailored to suit the audiences of different mediums or channels without losing the structure and unification behind integration. Manipulating business identity as the idea and focal point for integration is what drew my interest to this article. Coordination, patience and time are very important to see the integration process through however, which is where most businesses fail.
So I'm thinking I may need to see a doctor or someone in the medical profession for it is becoming quite apparent that I am addicted to integrated marketing communications or at the very least I am obsessively compulsive over it.
Neshalin Naidu's insight:
Integration was often seen as important but near impossible in the past. Integrating all the elements of a brand's communication along with its marketing channels seemed to be an unbelievable task. Nowadays however, brands are opting to integrate their marketing channels and the message they give to consumers. Although this is still a great task, a unified message and consistency is what consumers are asking for. Successful company's big and small all hold integrated communications in higher regard attempting to communicate their unified message through all channels whether they be offline or online. Understanding integration doesn’t seem to be the problem, implementing it on the other hand seems to be a different story.
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