Marketers need to radically change the old rules of Integrated Marketing if they want to stay connected with consumers whose preferences are changing at a fast pace
Change may be the only constant thing in this world, but change is most hated by everyone. Look at every new idea, and the people refused to accept the innovation. Video didn’t kill radio, calculator didn’t make a whole generation dumb, computers didn’t make us lazy and remotes didn’t turn viewers into constantly surfing junkies.
They actually did exactly the opposite. Video made radio smarter. Calculators opened up new possibilities. Computers made a whole generation smarter. Remotes forced TV programmes to become more entertaining and less preachy. And we may as well see this happening with the entire theory of Integrated Marketing and Communications.
The whole practice of Integrated Marketing is based on the belief that consumers are fragmented and no single medium can reach them with optimum efficiency. Hence, we need to surround them with as many mediums and make them see our brand in the right light. In the morning when they wake up, they must see us on newspapers, through the day they must see us from billboards and radio. In the evening, we must blast them with constant ads on TV. These days consumers also watch TV in morning, and hear news on TV throughout the day, so our message must be there too. Rise of mobile and Internet means new mediums should be added to the mix. Surround the consumer with as much noise as we can, make sure that the brand is always around them. And we do it very simply by taking it across every medium. So, one visual, one colour or one music note and the brand can communicate with its audience consistently, constantly. We can also measure not only the intensity of our message, but also the effectiveness of our message.
There is a big issue with this approach though. This approach believes that consumers are individual islands and the brands can control the interaction. Almost like what Simon and Garfunkel said in their super hit song “words of prophet are written on the subway wall, and people bowed to their Neon God.”
Consumers are no longer fragmented. They have become collective, become one and are finding their voice. And not through the old world of unions & forums, but through the new age world of online forums, blogs, communities, Facebooks etc.
Change may be the only constant thing in this world, but change is most hated by everyone. Look at every new idea, and the people refused to accept the innovation. Video didn’t kill radio, calculator didn’t make a whole generation dumb, computers didn’t make us lazy and remotes didn’t turn viewers into constantly surfing junkies.
They actually did exactly the opposite. Video made radio smarter. Calculators opened up new possibilities. Computers made a whole generation smarter. Remotes forced TV programmes to become more entertaining and less preachy. And we may as well see this happening with the entire theory of Integrated Marketing and Communications.
The whole practice of Integrated Marketing is based on the belief that consumers are fragmented and no single medium can reach them with optimum efficiency. Hence, we need to surround them with as many mediums and make them see our brand in the right light. In the morning when they wake up, they must see us on newspapers, through the day they must see us from billboards and radio. In the evening, we must blast them with constant ads on TV. These days consumers also watch TV in morning, and hear news on TV throughout the day, so our message must be there too. Rise of mobile and Internet means new mediums should be added to the mix. Surround the consumer with as much noise as we can, make sure that the brand is always around them. And we do it very simply by taking it across every medium. So, one visual, one colour or one music note and the brand can communicate with its audience consistently, constantly. We can also measure not only the intensity of our message, but also the effectiveness of our message.
There is a big issue with this approach though. This approach believes that consumers are individual islands and the brands can control the interaction. Almost like what Simon and Garfunkel said in their super hit song “words of prophet are written on the subway wall, and people bowed to their Neon God.”
Consumers are no longer fragmented. They have become collective, become one and are finding their voice. And not through the old world of unions & forums, but through the new age world of online forums, blogs, communities, Facebooks etc.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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