The power of ideas; integration across all media.
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The importance of integration — Trenchless International — The official magazine of the ISTT, covering no-dig trenchless technology

The importance of integration — Trenchless International — The official magazine of the ISTT, covering no-dig trenchless technology | The power of ideas; integration across all media. | Scoop.it
Whether in print, online or at tradeshows, a company’s marketing strategy needs to cohesively reflect its values and missions to ensure that the right message is communicated across all mediums.
Ashleigh Nicol's insight:

Consistency in today’s marketing environment is essential for marketing managers to effectively communicate their campaigns.  This is due to the shift to multi-media and more specifically the internet. This article discusses the main ways in which to integrate your marketing communications for a successful campaign. Firstly websites are discussed, incorporating websites with social networking sites is known to be effective in marketing however, and it is imperative to use appropriate imagery that reflects the marketing objectives and links to your other mediums. Social media is also discussed; it can be used to improvement online existence, but it is also noted that it is important to ensure the marketing strategy flows throughout all platforms used. With social media growing in popularity, the opportunity is too big to miss for companies to interact with their consumers. Another popular medium is entertainment news and magazines. The article communicates that with the use of regular updates you can engage with consumers. It is also important to consider the time of day and the occurrence of the updates to keep the material relevant. Branding should be a stage itself, the consistency of your brand will lead to effective communication. The brand needs to embody the company with a clear message. Your branding would need to be simple and straight to the point, they also need recognisable, and this will make brand recognition easier. Having a theme for your campaign is also imperative; this is the foundation to connecting your campaign through all media used. Effective integration is driven by regularity; complementing mediums will ensure integration is effective and in turn resulting in a successful campaign. 

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Leish Snell's comment, September 25, 2013 4:53 PM
This article is another article that provides tips that best help companies make the best of their sources in order to be effective in communicating with their target markets. Not surprisingly, websites were number one. when it used to be addressed mail and posters, the shit has completed converted to online and websites as being the most effective. it doesn't surprise me. This article is useful to those again, wanting to start out or to improve their current methods of communications. Another point that I took from this article is that companies, although wanting to communicate effectively, have to consider that it is effective and worthy in regards to beating their competitors. I believe that having a brilliant IMC strategy is one thing but to have that and to be able to do better than your competitors is another aspect. All in all I think that this article is helpful and I feel that all the elements mentioned to help improves one IMC should all be taken into consideration.
Gregory Farr's comment, September 25, 2013 11:56 PM
The article goes over the crucial point of with multiple channels of marketing you need to make sure you keep to a theme and that all channels give off the same message. If for example your website has different information or even a different theme from what is printed in a magazine advertisement you could potentially confuse customers and send mixed messages. I think it's vital for any company big or small to look into these issues within marketing as it can easily be overlook especially with social media becoming a larger player in the marketing world. I think it is excellent that the article uses this as its first point
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Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | The power of ideas; integration across all media. | Scoop.it
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
Ashleigh Nicol's insight:

This article argues the effectiveness of integration and how fragmentation can be damaging to companies. Some brands have failed to sustain positive development due to their varying messages, integration is a way to gain consumers’ attention and remember brands. Consumers have become more selective in terms of the adverts they are exposed to there for marketing managers need to gain their attention in unique and unconventional ways. Fragmentation is a problem that can arise when marketing to consumers. To avoid fragmentation and its negative affects everything that is to ‘attract, convert, retain and engage’ consumers must be integrated and relevant to the idea that is being portrayed. Integration is time consuming and undoubtedly costly, it can be difficult to integrate brands into an extensive group of processes and messages, however, it is essential when marketing a brand. This is the case with Coca- Cola and Pepsi, Pepsi fell to number 3 behind Coca-Cola and Diet Cola, and it seems that they did not have the patience to see their integration through to the end. The article argues that it is not lack of understanding or the drive to integrate it is the fact that integration requires persistence and patience to succeed as it takes time to penetrate the market. A singular focus and maintaining that idea is what makes integration so affective, it keeps the image and makes it easier for the consumer to recognise and become related to. Therefore integration is a process that can be successful or a failure, however, if it is successful it can be extremely positive for the brand’s growth and continue to create positive and profitable brand image.

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Neshalin Naidu's curator insight, September 24, 2013 11:13 PM

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.

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
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2013: The Year of Integrated Digital Marketing

2013: The Year of Integrated Digital Marketing | The power of ideas; integration across all media. | Scoop.it

The widespread adoption of Internet, social, and mobile technologies has shifted power from the producer to the consumer. In this new “techonomy,” the increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need a new approach to consumer engagement and conversion. They need an integrated digital marketing strategy.

To help the reader fully appreciate the importance of integrated digital marketing, here is brief list of the top Marketing Trends for 2013; it represents a mash-up of my own thoughts coupled with everything I’ve been reading over the past year.


Via German Grebenyuk
Ashleigh Nicol's insight:

I can really relate to what this article is trying to convey about integrating media in respect to the growing technological environment of the world. New technologies such as the internet and social networking have definitely given the power back to the consumer. I do find myself needing more from brands, I need to feel connected to what they are trying to promote and be able to understand it. The top marketing trends The Maturation of Mobile, Social’s Further Integration into Business and Consumers Fully Embrace Social, Local, Mobile, I think, are the most applicable to me and most important. The Maturation of Mobile has led to companies needing to accommodate this as in how consumers can view their products (e.g. websites) using their mobile device. Social’s Further Integration into Business looks at how social media has impacted the service side of business. That is how issues are resolved and information towards purchase decisions is conveyed. New technologies require staff to be available online so any consumers using websites etc. can find assistance easily. Lastly Consumer Fully embrace Social, Local, Mobile is how users are integrating mobile devices into their daily routine. Mobile devices are becoming more and more like companions with users heavily reliant on them; I know I would be lost without my iPhone. Companies need to think what is going to be the most effective and convenient way to communicate to consumers given the vast amount of mobile technology available.

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Leish Snell's comment, September 25, 2013 3:59 PM
I agree with Ashleigh, this technological change has affected so many consumers, and I believe in more positive cases than negative. It is an area where businesses should really adapt in growing because like Ashleigh, I am the same. Seeing it is such a easily accessible way of connecting with companies, it have it everywhere I go due to my smartphone. Due to this gowing phenomenon I feel that more money businesses would make as they could easily cut staffing costs due to retail stores who sell products which are already online. I agree when Ashleigh stated that companies need to think about what's the most effective and convenient way to communicate with consumers. I believe that if their not careful, they may face an issue where they may think they are doing a good job but in reality they are confusing their consumers.
Gregory Farr's comment, September 26, 2013 6:20 AM
this article has hit the nail on the head by saying new technology has given the power from producers to consumers. This is because it is easier for people to get messages across making it harder for company to put the wool over our eyes, Bad service or bad marketing experiences can be spread through consumers at quick pace and through the word of mouth be very damaging towards a companies reputation. This article also touches on how the technological world is changing as we speak, smart phones and tablets are rising in sales as PCs decline. Markets need to be careful and pay a lot of attention to all information they decide to publish online as the internet can be a power tool both to promote positively or negatively about the comany
Sarah Johnston's curator insight, September 26, 2013 9:58 AM

Integrated digital marketing is becomming more and more prevalent in the modern world of marketing. These days consumers aren't just looking to get information on a product, brand or company whilst in the comfort of their own home; they want to access the information from anywhere. As stated in this article, 800 million smartphones and tablets would have been sold in 2012 alone. Consumers are using these devises to get information online. Brands need to get involved with mobile-friendly webpages and applications in order to reach these kinds of consumers. However digital and mobile marketing is already hugely popular, and businesses will have to tweek their approach to become as convenient, relevant and as personal to their consumers as possible, to make sure their product/service stands out above all others.
Perfect summary to the article "In other words, you need integrated digital marketing."