What is Marketing Communications?
I just may be the world’s biggest integrated marketing communications proponent. For years I have preached the need and importance for delivering an integrated message to consumers across all channels in a given brand’s arsenal.
I have scribed numerous columns including one of my most popular pieces entitled Integrated Marketing Communications – Then And Now which makes reference to my apparent obsession with marketing integration. And if you think I am exaggerating when it comes to my use of the word “obsession” consider the fact that I once compared integrated marketing to Schoolhouse Rock.
So it should be quite obvious that when it comes to the integrating of marketing channels, I am not only on board, I may very well be the captain of the ship, or at the very least, first mate.
Over the past few weeks I have seen two different examples to help augment and justify my preoccupation and belief in always presenting and delivering a cross-channel message to consumers.
The examples I refer to actually speak directly to the demographic many retailers and brands often seek for their own: Millennials and each come courtesy of MarketingCharts.com.
First, on September 3rd was this headline: Millennials Still Spend the Vast Majority of Their Retail Dollars In-Store. The article made reference to a study done by The NPD Group and features the eye-opening statistic: 81% of Millennials spend their hard-earned money in a brick-and-mortar store when it comes to their retail consumption.
The second example came a few weeks later on September 13th: Millennials’ Top Source of Coupons and Deals? The Newspaper.
‘What’s this?’ I wondered aloud. ‘Arguably the most digitally-savvy demographic on the planet prefers old school marketing methods and communications? That can’t be right, can it?’
Not only is it right it speaks to the aforementioned point of the importance of an integrated marketing communications strategy.
Of course Millennials are arguably the most-digitally savvy demographic on the planet and as such they consume massive amounts of content via their smartphone, tablet, PC and so on. That’s not up for discussion.
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