This article made the point that with there being a wide variety of media opportunities, marketers should integrate them so they can reach more consumers. In the past it was easy to just use mass media to promote a product or brand, but today there are so many more channels for marketers to use that it would not make sense for them to not use them. This article makes the point that although you are integrating all media channels, you cannot use the same creative approach for them all. Each channel is directed to a different group of consumers, and each group will need to be targeted differently. This article concludes by saying that there is a need for integration among all media and businesses should get on board with it now as it opens up opportunities for them and their marketing team.
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