Media are the storage and transmission channels or tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to any means of information communication.
There is a lot of Media out there
We can help you understand your options and get a handle on what is the right media mix for your you, your business and your customers. We work with you to build a media strategy that maintains your profile, builds your customer base and creates return customers.
With so many media options available it is important to take the time to investigate and test what media will best deliver the outcomes your strategy requires.
Importance of integrated marketing communications
Integration has become an essential concept in marketing because technological advances have changed how business stakeholders interact. Marketing theory that was established during the discipline’s formative years has been overtaken by the complexities of real-time, multimodal, multi directional communication.
A few examples help illustrate the growing importance of integration:
Search marketing: When someone is considering buying a product or service they will often conduct an online search. What they find, on Google and other search engines, as well as information from news sites, review sites, directories, videos and place-based searches, are presented together, so like it or not, there is a level of integration. The online experience will affect their attitudes towards a brand and their behavior. Marketers therefore need to concern themselves with making sure their brand is found ahead of competitors’ and then ensuring their audience has a positive and helpful experience.
Accessibility and convenience: Consumers expect information and services that relate to a brand to be conveniently accessible via its website. For instance when a consumer visits Virgin.com they are able to book a flight, manage their money, top up their mobile phone plan or find up-to-date news about the company.
Aggregation of information and services: The traditional demarcation between a company, its suppliers and customers has become confused. For instance the Apple iTunes app store aggregates software and information from app makers, along with reviews provided by consumers. Product promotion, delivery, service and information from many different sources are seamlessly presented together.
Social media: Traditionally businesses were largely in control of their brand communications. Now brand communications are multidirectional as consumers can easily share, comment and create content. Brands can use this to their advantage by creating appealing content. For instance Unilever’s campaign for Dove, The Dove Real Beauty Sketches went viral with over 54 million views on YouTube.
Growth of mobile: The growing penetration of smartphones with fast internet connectivity means that marketers need to take into consideration integration between the online experience and place-based experiences. For instance when a consumer downloads the Target app they are able to receive coupons to their mobile phone and redeem them at the checkout by presenting the coupon barcode to the cashier.
Various media, content, buying and placement for advertising
Communications delivered over mass electronic communication network
Media disseminated through social interactions
Electronic media used to store, transmit, and receive digitized information
Communications delivered via paper or canvas
Communications delivered via electronic or electromechanical energy
Media with hyperlinks
All means of mass information and communication
A broad term encompassing the amalgamation of traditional media with the interactive power of computer and communications technology
Mass media focused on communicating news
Any media made available to the public
The marketing that can be named is not marketing. Chapter 70 My words are easy to understand, easy to practice The world cannot understand, cannot practice My words have basis My actions have principle People do not understand this Therefore they do not understand me Those who understand me are few Thus I am highly […]
The marketing that can be named is not marketing. 47 Without stepping out the door, You can know the world. Without looking through the window, You can see Heaven’s Way. The longer you travel, the less you know. Therefore: The sage knows without traveling, Perceives without looking, Completes without acting. Understanding: We can […]