Integrated marketing uses multiple advertising channels to convey a single message about a product or service. It includes both traditional and new media, and requires a balanced mix of channels that the target audience is tuned into. Consistency in messaging and branding is crucial for success. The field is constantly evolving and is a popular area of study in universities.
Integrated marketing or IM, also known as integrated marketing communications (IMC) or multi-channel marketing, is the practice of using multiple advertising channels to get a single message about a product or service. The idea behind integrated marketing is that by using a variety of different media, marketers are able to reach their target audience more frequently and effectively. Ideally, each exposure to your message builds on previous ones, solidifying it in the consumer’s mind and increasing the likelihood that they will respond to your call to action.
The channels used in integrated marketing campaigns can include both traditional and new media. Traditional media consists of print ads, such as those in newspapers, billboards, or public transportation, as well as those sent by mail, radio, and television advertising. New media refers to technology-mediated messaging, including online communications through websites, emails, and social networks. New media advertising often includes text messaging, podcasts, and other high-tech tools. Sponsorship and planned events can also play a part in an integrated marketing strategy.
For an integrated marketing campaign to be successful, it usually includes a balanced mix of channels that the target audience is already tuned into. For example, if one were selling a product targeted at teenagers, it might make sense to advertise on websites and radio stations popular with teenagers, and on train and bus lines with heavy student traffic. One would probably avoid newspaper advertising and direct mail because those channels are traditionally unpopular with teenagers. In order to select the best mix of media, marketing strategists typically look for those that reach the most people in their target demographic, most frequently, for the least money.
No matter which channels you choose, messaging consistency is key. It helps ensure that the brand in question is not diluted, which could cause it to lose some of its power, and helps prevent public confusion. Consistency in logo use is a good example. Using the same logo in all forms of advertising can help boost brand recognition. A company may have a couple of versions of a logo to accommodate both stacked and vertical advertising, but both should be interchangeably recognizable. Corporate jingles for radio or TV are another example of how consistency can create product recognition.
New communication technologies are constantly being developed, making integrated marketing a rapidly evolving field. For this reason, it has become a popular target of study in universities around the world. Aspiring marketing students can improve their chances of gaining employment by including classes in this field.
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