Over the past weeks we have delved deep into the world of integrated marketing communication. The point of an IMC is to combine strategy, online marketing and offline marketing to reach your target audience in an effective manner with a consistent tone and message. This relatively new type of marketing (references about integration go all the way back to the 1990’s) is becoming the standard by which all new marketing plans are being measured. However according to Steve Olenski a contributor to Forbes Magazine and marketing guru, CMOs are still not doing it correctly.
‘“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.’ –Steve Olenski
So what are these CMO’s missing? According to David Aldridge a writer in Direct Marketing News, “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.” He effectively called integration a fantasy land. What is causing this disconnect?
It seems that some people are stuck in the past. Many older people especially higher ups in smaller companies view Integrated Marketing as a space they just can’t understand. A solution to this misinformation is simply education. There are many IMC and Social media experts around the country teaching seminars to these businesses so they don’t get left behind. Some examples are http://www.ana.net/training/show/id/IMCS-OCT11, http://www.youtube.com/watch?v=DCy7T-aKlhI, http://isbm.smeal.psu.edu/professional-development/developing-next-generation-integrated-market-communications
With an ever increasing number of CEOs and CMOs starting to “get it” I have to wonder if the online marketing will start to become white noise.