Bobby Calder and Edward Mathouse of Journal of Advertising Research discuss integrated marketing as a way to effectively reach consumers in a new media environment. There has been an apparent shift in media and advertising away from thinking that exposure to media means effective advertising to focusing on consumer engagement in media as a measure of advertising effectiveness. In contrast to traditional reactive marketing, integrated marketing provides a means to “throw it in your face.” Advertisers will no longer use persuasive messaging as if people are merely consumers, but rather they will connect to the person as a whole. The focus is on a person’s life and anything that affects a person’s life is a potential advertising tool. Understanding the consumer’s current experiences is crucial for the marketers to be able to advertise the product in ways relevant to those experiences. For example, ESPN fantasy sports on the Internet is a way to not only keep major sports fans continuously informed about sports, but also to provide sports entertainment and allow them to connect with others that have the same level of sports interest.
As part of integrated marketing comes the “relationship brand” idea. Products/services promote an overarching brand idea that is the same for everyone, but the way in which consumers experience the brand is individualized and fragmented in a new media environment. Continuing with ESPN as our example, their overall brand idea is same to all consumers, but some may prefer to have sports scores sent to their email, some prefer to check message boards and participate in discussion forums, some may prefer fantasy leagues, and others may just want to continuously check espn.com for updates. Yet all ESPN consumers wish to be highly informed about whichever sports they follow, but now they have the ability to tailor their ESPN experience in whichever way they’d prefer. Integrated marketing allows consumers to form personal relationships with brands through a range of new media technologies and provides an effective way to reach consumers.
As part of integrated marketing comes the “relationship brand” idea. Products/services promote an overarching brand idea that is the same for everyone, but the way in which consumers experience the brand is individualized and fragmented in a new media environment. Continuing with ESPN as our example, their overall brand idea is same to all consumers, but some may prefer to have sports scores sent to their email, some prefer to check message boards and participate in discussion forums, some may prefer fantasy leagues, and others may just want to continuously check espn.com for updates. Yet all ESPN consumers wish to be highly informed about whichever sports they follow, but now they have the ability to tailor their ESPN experience in whichever way they’d prefer. Integrated marketing allows consumers to form personal relationships with brands through a range of new media technologies and provides an effective way to reach consumers.
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