Integrated marketing: What's the big idea?

摘要

Developing idea-driven, multichannel media campaigns is not a novel concept. The vision is as old as the consolidation mantra that the value of the media network can be more than the sum of its parts. Some argue that cross-platform integration is no more than a fad driven by ill-fated media roll-ups. But even with big media waning, integrated marketing is alive and well, enjoying new momentum as media companies and agencies collaborate to craft tangible solutions that address client needs. The fragmentation of the media landscape demands that marketers create integrated campaigns that meet the splintered media consumption habits of increasingly sophisticated audiences.