I found this to be a very informative article with the basic definition of Intergrated marketing and also some clear and simple examples of how to go about achieving this.
The author opens the article with a very serious and formally worded textbook definition of intergrated marketing "a management strategy and meta-discipline focused on the organization-wide optimization of unique value for stakeholders.” before conciding that while the definition certainly sounded important he barely knew what it meant and because of this struggled to convince clients of intergated marketings importance.
The author next gives his own informal definiton "Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust." and explains it in depth noting that intergrated marketing itself is not a strategy but rather the "tactical delivery" of a perdefined strategy. In saying this he means simply that it is possible to use intergrated marketing to expand upon already established marketing strategies by expanding the message accross multiple media platforms.
The final point the article makes is the importance of figuring out a message that will speak to your customer base and communicating this message through multiple sources both online and offline.
Overall I found the article to be very informative although I can see that it somewhat simplifies the topic and because of this further reasearch would be required to gain an in depth knowledge of the subject.
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