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Integrated Marketing: Is it really the answer?

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Work for me has been extremely busy yet fulfilling. However, the overarching goal of increasing our marketing efforts has never, and probably will never, leave my to-do list.

I came across an insightful article on Integrated Marketing. The term Integrated Marketing has been coined quite often in the last few years even though I feel like it’s been happening for quite some time.

Integrated Marketing Communications (IMC) combines all modes of communication (mediums) in a uniform way to broadcast a brand/company/organization’s core message. If done right, it will positively affect all areas of marketing communication such as advertising, sales promotion, public relations, direct marketing, digital marketing and social media.

In short, your social media messages should match your print messages; and your print messages should be reflective of whatever event is in the works. Everything should flow. Everything should promote your brand/company/organization in a similar way. It’s  imperative that everything is uniform or the issue of mixed messaging will appear. Mixed messaging will not only confuse the consumer, but it will also affect the overall identity of the brand/company/organization.

The article goes on to distinguish the integrated marketing approach of two soft-drink kings: Coca-Cola and Pepsi. The roadmap helps to define the different paths that each brand took toward Integrated Marketing.

Check it out here. What are your thoughts on the subject?

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