An introduction to integrated media
Why is integrated media smarter? Before I answer that question let me give you a little background. First, this isn’t the first time the mixed media or integrated media parade has passed through town.
In the 1960’s each advertising medium was selected, used, and evaluated on its own merits. TV, for example, was judged independently of all radio, newspapers, magazines, and billboards. Its impact and worth were measured by market awareness. How many people saw that Peposdent spot? How many people know the Dove soap slogan? How many people know what a Volkswagen is? Radio, newspapers, magazines, and out-of-home advertising (billboards, buses, etc.) were each their own independent entities planned and purchased by different people.
As marketing research became more of a respected science and more sophisticated in the 70’s and 80’s the phrase “media mix” came into play. It expressed the phenomenon of an increased market impact from overlapping media. Some advertisers saw that TV worked better when used in conjunction with radio and billboards. Or radio worked better when used in conjunction with newspaper and magazines. Depending on the product and the target market demographic, marketers started looking for an optimum combination of media or the best media mix.
Then the internet threw a wrench into everything.
Marketing professionals in the early 90’s mostly poo-pooed the potential of the cyber-web-highway thingy. It was new and unproven. Too few people were using it. The people who were using it were young and nerdy males, not an attractive demo to many advertisers.
As the 90’s wore on, though, the internet started building credibility and steam. Regular people got access to it at home so they didn’t have to rely on their work computers to email friends or browse the internet. Web programmers and engineers developed methods of turning all that new online traffic into money by selling ads, charging for search engine placement, and a host of other methods. As the internet grew, successful marketing case studies began to accumulate so it became more attractive to more and bigger advertisers.
Today, as I’m sure you know, we’re more connected online than ever. Almost every buyer’s purchase decision involves going online at some point, via computer, tablet or phone, to research your product or service. So it’s obvious that if you’re going to advertise in today’s market, online advertising is an imperative for every advertiser. But TV is still the best vehicle for national or local advertisers to reach large numbers of people. So TV is very important. Email blasts can connect advertisers with potential customers TV and other media might miss so you don’t want to ignore email.
Each medium still in popular use has its strengths. That’s how advertisers have to look at every media choice in every campaign. The consumer’s perspective on media is very different. They don’t give a hoot what media you’re using to reach them. They notice and react to their entire experience with your brand through all media without breaking it down. In fact, a recent study said 72% of the market wants to be engaged with you in an integrated marketing approach. Only 39% are getting what they want.
Google says consumers had 74% brand recall (that’s the percentage of people remembering the message from an ad campaign 72 hours after they were exposed to it) when a brand’s ad strategy covered mobile, TV, and online. That’s what integrated media is and why it’s such an important perspective for every advertiser. All your media need to work together for three goals: reach the target customer, deliver meaningful engagement, and produce a return on investment. Since they all have to do the same things, why not look at them together instead of breaking up traditional and digital, online and broadcast, or any other segmentation play you can think of.
Let us know if you’d like to talk about your media mix or if you need help with any other marketing, creative, or media challenge. Fluid Drive Media is here and ready to help.