What we know about integrating media

This article provides marketers with information and guidance on integrating media.

Key topics in this paper include:

  • The evolution of 'integration', including how digital can best be deployed within the marketing mix.

  • Models of integration, including the four main approaches to integrated campaigns.

  • Paid, owned, earned, including the different ways that these channels can be brought into play.

  • Working with agencies, including how to select the agency model to deliver integrated communications.

  • Understanding media consumption, including how to build a durable brand that resonates across channels.

Marketers have used the term 'integration' – referring to campaigns that use multiple channels to reinforce each other – since...

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