This is the era of marketing integration. The mass market is becoming demassified. Mass advertising on its own is no longer king as media options become more diverse and segmented in today’s new customer economy . Integrated marketing communications is now vital to brand survival as products compete on a different level. Integrated marketing forces every aspect of the communication process to reach the consumer in a single unified voice, delivering on the brand promise.

It coordinates a host of disparate marketing tactics. As a whole it is far greater than the sum of the individual tactics. Integration is the key, facilitating marketing efficiencies through smart management of the total marketing mix, conveying to the customer a single unified message, one benefit and one selling idea, each reinforcing the reason why the consumer should believe in and buy your product.

Throw away the idea that you need to hit them over the head multiple times and from all sides if you want to get their attention. Integrated marketing, with its single unified message capitalises on a ‘frame of mind’ or brand perception. It understands the lifestyles, attitudes and motivations of distinct buyers and provides a brand experience through today’s multi-channel options, predicting their likely buying behaviours in the future. Are you missing out on opportunities?

Further topics of interest: ........................................................ We create brand experiences The New Customer Economy

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