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 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

Broadcast Media

Communications delivered over mass electronic communication network

Social Media

Media disseminated through social interactions

Digital Media

Electronic media used to store, transmit, and receive digitized information

Print Media

Communications delivered via paper or canvas

Electronic Media

Communications delivered via electronic or electromechanical energy


Media with hyperlinks

Mass Media

All means of mass information and communication

New Media

A broad term encompassing the amalgamation of traditional media with the interactive power of computer and communications technology

News Media

Mass media focused on communicating news

Published Media

Any media made available to the public

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