The author of this article well explained what integrated marketing is and what should companies do about it. Integrated marketing is very core and it present a singular and unified message that run through all marketing effort. Some business misunderstand doing integrated marketing as marketing on as many channel as possible, which can cause bigger problem-fragmentation. Companies should think about themselves. Put themselves into consumer and competitors shoes to see what makes they outstanding and indispensable. To choose appropriate channels is necessary to maximize the company impact and deliver clear and consistent message to customers. However,when the company try to reach niche market, company need to think local and personable. This is a challenge for business as they need to diliver a changing message based on their core message. If it is not taken carefully, it would confused its audience.
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