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Rescooped by Neshalin Naidu from Understanding integration!

Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | Integration |
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts

Via Michael Peauafi
Neshalin Naidu's insight:

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.

Gregory Farr's comment, August 21, 2013 7:49 AM
This is a really good article that goes into why its so crucial these days to integrate marketing though what i really enjoyed is the author mentions its not as easy as it sounds. You can't just place the same logo and slogan on all your channels and think that is integrating successfully. The information and the message needs to be consistent. I could really relate to this part of the article because recently a friend and I was trying to order pizza from a chain a store. We found that the Facebook page and website even though they had the same logos and the same slogans they actually had different menus. When calling the store they where confused of what we where trying to ask them, the Facebook page advertised a special this store wasn't running anymore. We decided after the confusion it wasn't worth the effort and went to a completely different store to purchase food. This is a perfect example that messages need to be the same and integrated otherwise you are left with unhappy confused customers. The company made the right decision in having multiple channels advertise the product, without the Facebook page we would have never seen the website though as the article points out its not as easy to integrate as just logos and more attention was acquired
Tyler 's comment, September 25, 2013 3:28 AM
A very relevant article Neshalin, I agree that theres is an increasing amount channels being introduced into marketing but is also causing the consumers to become fragmented. That reduces the chance of any message getting through. So I do think more channels opening to marketing could potentially be a bad thing.
Benjamin Finnigan's comment, September 25, 2013 8:39 PM
good insight Neshalin, this article talks about the problem of fragmentation that occurs with in many marketing programs today. this article states the the soultion to fragmentation is an integrated marketing approach
Scooped by Neshalin Naidu!

Integrated Marketing Communications - Then And Now

Integrated Marketing Communications - Then And Now | Integration |
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.  

Leonid Bondarev's comment, August 21, 2013 9:58 PM
Great post, really gives you something to think about. Integrating your core vision and values and communicating them to the consumer with the least distortion/ interference when there is so much noise in the communication channels is indeed a challenging task.
I think the alignment of your offline and online communications with your core vision, mission, 10-30 year BHAGS and envisioned future will give you the most stability when communicating to your clients, suppliers, shareholders etc…
Benjamin Finnigan's comment, August 21, 2013 11:05 PM
Great article. Also very good insight by you Neshalin. I did feel that while IMC "now" was greatly researched in the article, The points for IMC "then" where just statements not backed up with research or facts.
Neshalin Naidu's comment, August 22, 2013 3:59 AM
I also thought so Ben! The article was produced by a very well known marketing blogger, maybe he/she is not old enough to give a more in-depth insight into the IMC's past. I also believe there must be very little research or data from IMC in the early stages of it's discovery.