understand integration
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Scooped by Peggy Yao

Integrated Marketing Communications | Social Media Today

Integrated Marketing Communications | Social Media Today | understand integration | Scoop.it
Think about it this way: It used to be you'd have a crisis communication plan written and it would stay in a drawer until your PR team pulled it out the following year, dusted it off, and gave it a good rewrite.
Peggy Yao's insight:

Integration is defined as bring together or incorporate (parts) into whole. Integrated marketing means combining marketing promotion to maximize marketing activity efficiency. Integrated marketing communication can be explained as a promotion combination activity that is aiming to communicate with the target segmentation and create consumer interaction with the brand to build up brand equity.

However, how to be an integrated communicator? Integrated communicators expect to communicate with the consumer, what is more important is that how to internal communicating within the organization. Having an identical vision and objective can create efficiency and minimizing conflict.  


This article has suggested 5 tips to work well in integration between departments.


Make integration as an incentive programe

Develop an internal tem

Building and creating the relationship with the people who work with you

Work with you colleague

Create a system of complete transparency


Even though it is not a easy process to change the management system in short-term, in order to prevent people silos, internal integrated communication is a must to an organization.

JianWang's comment, August 18, 2013 6:48 PM
social media is a important part for IMC, it's so helpful to communicating with consumers. It's like a bridge between consumer and seller.
Alysse Woodward's comment, August 20, 2013 12:18 AM
IMC is an important for every sized organisation the article states. It involves stakeholders, content, channels and results. For small or new organisations IMC may be a marketing tool that is lagging. This article outlines 5 steps that are important for integration.
The article opens with stating that traditional PR, media relations, websites, marketing, advertisements and newspapers are all dead (as in dead ends to communicating to customers).
Instead of the article agreeing with the statement the article then states that these efforts are not dead, but the importance of integration within these areas is the new way all organisations need to learn to communicate. The article is saying that one of these channels on their own is not enough to get messages across.
With social media on the rise and consumers constantly using this channel to communicate the integration of communication is also vital to incorporate into a marketing strategy.
Rescooped by Peggy Yao from Intergrated Marketing Communications 2013

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | understand integration | Scoop.it
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done

Via Johnny Price
Peggy Yao's insight:

This article has clearly illustrated how to communicate integrity and efficiently in the marketing campaign, it has also list several successful organization examples that are doing a great integrate marketing communication. David Benady has point out the most common mistake from majority of marketer, which is over exposure. As we know, It is very crucial for every company to have a core vision and also understand why does the company exist, so that marketer can deliver the message through different channel, however, in order to express message consistently, marketers have to be aware of repeating the same advertising will result in an over exposure, it means consumer get bored of the advertisement, thus the advertising will be ignored automatically.


How can we avoid over exposure but meanwhile also communicated integrity with our segment consumer? This article has taken NIKE as an example Nike's Find Your Greatness campaign. There are more than 10 different short film advertisement with different sport activities from marathon waterpolo to skate and so on, whereas, all of them are connecting to NIKE’s brand truth “ just do it “ but using different nationality athletes filming in London. In NIKE official website also quoted: “A powerful message to inspire anyone who wants to achieve their own moment of greatness in sport, launched just as the world focuses on the best of the best.” it is also greatly integrated consumers emotion to the brand truth, to trigger positive emotional feedback, and increasing people’s motivation to reach our goal. 


To conclude, David is trying to remind marketers that it is important to express the same value over the time, however, what is more important is that company believes or vision is not only has to be expressing in a different promotional channel but also in a different and variety of way, therefore, marketers and consumers communication can be more integrated and connected. As the result to trigger consumer motivation and engagement. 

Manasi Ambavane's comment, September 24, 2013 2:16 AM
Harshika, yes these three brands Nike, Snickers and Fosters are really outstanding when their campaigns are out. The best way to get audiences eyes towards your brand is to be innovative and creative in your ads so that their attention is easily grabbed. The important thing I also would agree with you is that sending same or one message through out all the ads to create great impact on the consumers. This kind of campaigning is really effective and also gets audiences attention towards the ad with this brand gets popular. Repeating the same message helps the brand message be inside the consumers mind for long time.
Daryl Peterson's comment, September 26, 2013 2:24 AM
Yes Harshika nike, snickers and fosters all have powerful campaigns due to this use of popular and commonly use media channels which help get their brand image across to relevant target markets. Using social and digital media effectively these brands have managed to create a strong brand image which always grabs consumers attention showing just how effective the campaigns are. But the main thing I see in the article is that they all use one message approach to promote their products. This helps consumers understand the brand alot easier and makes its alot easier to recall,
Nikhil Bhola's comment, September 24, 2014 8:35 PM
This article provides a succesfull example of integrated marketing campaigns based on big ideas. These campaigns stick to the companies main ideologies and ethos with examples provided by Nike and Snickers. this made me think about how we have been using social media channels, to communicate through twitter and just amazingly what we learnt in IMC can be implemented to the real world. IMC is also about about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging