Companies without Integrated Marketing Communications / Marketing communications

Companies without Integrated Marketing Communications

So I’m thinking I may need to see a doctor or someone in the medical profession for it is becoming quite apparent that I am addicted to integrated marketing communications or at the very least I am obsessively compulsive over it.

I say that with tongue planted firmly in cheek, well maybe not firmly for I am a huge proponent of integrated marketing communications and am still astounded as to the number of C-level folks and marketers in general who still don’t either “get it” and/or “practice it.” Just a few weeks ago I wrote of the The Eleven Letter Word That Continues To Elude All CMOs And Marketers with the eleven-letter word being, of course, integration.

So in my continuing quest all things integrated marketing communication0s, I first decided to go back to the future, if you will, to see what folks were saying about this subject then versus what folks are saying now.

From just three years ago, John Jantsch from Duct Tape Marketing put it quite bluntly re: the advantage of using integrated marketing communications: “I absolutely believe the real integration opportunity, and way [for] most small business owners to blow their competition out of the water, is the intentional blending of online and offline tools and tactics around a single marketing strategy.”

Now how could any business owner not want to run out an integrate a campaign after reading that?

A few years prior in 2007, David Eldridge in writing for Direct Marketing News, compared integration to a fantasy land, which is really how many marketers still look at it today: “Integration is not a dreamland of endless possibilities with revolutionary marketing results at the end of a rainbow. It’s an ongoing process made up of many discrete but valuable steps, each contributing to the greater cause.”

And finally, talk about going back to the future, take a look at what was written in The Journal of Marketing Communications way back in 1999: “The need to strive for greater integration is considered inevitable by many, although the means by which such integration may be achieved is uncertain.”

Inevitable by many indeed yet so many, far too many, have yet to figure out the means to achieve it.


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