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 with the consumer first.
For some, this may seem like common sense. However, many companies and businesses are not implementing integrated marketing plans. For reasons that remain somewhat unfathomable, companies are sending out fragmented messages instead. Sending out different messages across different mediums all but ensures your advertisements will be lost among the millions out there.
Of course, integrated marketing is not easy. It involves coordinating efforts between different people and different departments, and understanding that not all marketing methods are equal. For example, long, passionate advertisements will be of no use on Twitter, where the short and snappy messages rule the day. Billboards without graphics are almost pointless, but too many graphics on a small webpage might distract from the message you wish to send.
Companies need to accept and understand media has countless faces, and each of those faces must be addressed separately. At the same time, the same general message needs to be sent. Companies and marketing executives need to recognize this and integrate if they hope to succeed.
Imagine if Coca Cola suddenly switched some of their advertising colors to blue text on a yellow background or black text on a green background, and abandoned red altogether. It simply would not work. Coca Cola has defined itself with white lettering on a red background, across all media, and everyone is familiar with that. Integrated marketing is following this example and becoming successful across all marketing channels.