From the course: Marketing Communications
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Use an integrated marketing approach
From the course: Marketing Communications
Use an integrated marketing approach
- Many marketers say that social media and newer channels have sparked the need for an integrated marketing approach. Actually, the integrated approach has been around for decades. However, now we're constantly reminded of the fragmented attention span of the consumer. The thousands of messages they receive every day makes it even more critical to have exposure and frequency through a variety of media outlets. Every consumer group acts differently and decides on their trusted media sources. Consumers are getting more savvy, and they've found ways to bypass brand messages whenever they can. The goal for marketers is to create a presence and not be overlooked. Your information must be targeted where consumers want it and what they expect from you because it's relevant to their lives. The integrated approach with a mix of media is not to annoy or disrupt their lives. It's to deliver value where and when they want to…
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