How do I integrate media most effectively?

Looks at the importance of media integration in an age of fragmentation and advises marketers on how to integrate not only their paid media but also their owned and earned media.
  • Despite challenges in achieving them, multi-channel integrated campaigns are more effective than single-channel campaigns.
  • The favourite model of integration involves orchestration of a big brand idea that all stakeholders can buy into and all channel experts can activate.
  • Use of complementary media together, such as mobile and outdoor or TV and online, leads to a “kicker effect”.
  • If you’re on a low budget, media integration needs to be more focused on owned or earned digital media to stretch budgets, with the most potent way to deliver media integration being for clients to manage the process themselves....

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