Integrated marking has become hot in 2014, and like many buzzwords, there are several interpretations of it. The most consistent definition, however, is also the most basic: using multiple interconnected promotional campaigns to achieve the same marketing goal. Put another way, integrated marketing is communicating a consistent message from medium to medium through marketing, starting

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No, seriously. Marketing is squishy.

How, you ask? Well, I’ll explain: marketing is this little orange jelly and it’s got a texture like—oh, you mean for real?

I say that marketing is squishy because it is not as concrete as construction, nor as abstract as art. And I think many industries fall into this category, not just “marketing.” Any consulting services are “squishy” – intangible, but yet still a cornerstone of the business building model.