Comments on: What the Heck is Integrated Marketing Anyway?

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By: safiqulislam

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By: bushworlda

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By: jakrose

jakrose — Sat, 21 Nov 2009 16:03:46 +0000

It all comes down to this line.
"without the right strategy no amount talk about integrating multiple platforms and mediums makes much sense"

Social just magnifies this problem by making it so cheap and easy for people to jump in to new marketing channels without any strategic thinking.

Some of the best business minds I have ever known do most of this strategic thinking with instinct. But for most of us, some serious planning, discussion, and assessment is truly worth the time.

By: ducttape

ducttape — Sat, 21 Nov 2009 12:16:52 +0000

Hey Beth, Happy to reminisce with you on this one. I think you are right social media is really just shining a light on the fact that people are not consistent across tactics.

By: designclub7

designclub7 — Sat, 21 Nov 2009 10:04:28 +0000

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By: Kris Bovay

Kris Bovay — Sat, 21 Nov 2009 00:33:05 +0000

Good post. And great discussion. I'm still trying to get clients to understand a definition of marketing (“no, it's not sales or selling – that's the outcome of marketing”).

By: bethharte

bethharte — Fri, 20 Nov 2009 22:11:59 +0000

This is a topic near and dear to my heart… I've been doing IMC for 15 years, so it's a funny notion that's it's back in style. I guess it's like bell bottoms or clogs, they keep coming back in slighty different variations.

Here's the IMC I have practiced: Cohesive branding/messaging across mediums that customers understand the first time. (simple definition)

So, a typical & traditional campaign might include a news release, a direct mail piece, website copy, an online ad with landing page, and an event.

All communications are branded and messaged cohesively so that the person exposed to all of the mediums gets it…over and over. Before IMC (and it STILL happens even today), things were siloed, customers might actually get something that looks slightly different with a slightly different message depending on the department's agenda and politics. It boggles my mind that this happened/happens…but I think the Internet helped to propel IMC forward and social media is doing the same.

Now, in 'real' IMC you needed to allow for a mechanism for that person to response and then the company has to fine tune their return response accordingly. (The IMC funnel.) That's where I've always seen companies trip up because they were used to talking one-way and the response mechanisms were a bounce-back card (am I showing my age with that one?!) or a landing page or website form, etc. But those things were never utilized for feedback usually only “lead generation.”

John, your example of today's IMC is great! And social media tools just put a big ol' spotlight on an communications that might not be integrated cohesively. Because the people on the receiving end are now not only talking back to the company…but to everyone else too. And if the company doesn't adjust…people will just keep on talking until you do.

I am just jazzed you wrote about IMC! I am going to whip out my Don Schultz books and reminisce!

Have a great weekend John!

Beth Harte
Community Manager, MarketingProfs
@bethharte