The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
|Scooped by Michael Peauafi|
The article by Steve McKee goes on to discuss integration and how many firms have failed to sustain a profitable growth due to inconsistent messaging. Many organisations are searching for new platinum ways to attract consumers, furthermore make a statement within the minds of consumers so they can remember ads, slogans or even brands. With the global economy growing and business industry expanding with competitors and demands, firms are frequently exploring ways to overpower competitors and to gain market share. Where this article comes to a twist is the discussion upon the failure of integration within many organisations. Consumers are exposed to more ads then the amount of eyes in this world, causing an overload of information for consumers which relates to a marketing term “selective exposure”. Due to the over flow of information, consumers are more selective to the information and exposure they receive based on several factors such as attitude, culture and beliefs. Successful firms that have managed to gain a relationship with consumers and establish memorable tag lines have achieved this brand equity through consistent integrated communications. It’s about communication a consistent identify where the target audience can recognise there image. The consistency not only exists externally but internally, which reflects integration because is a paramount tool that combines aspects to work together. The power is there, the tools are present but the initiative to adapt is in the hands of marketers to make it happen.