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March 19, 2013
John Jantsch What Integrated Marketing Looks Like Now
By John Jantsch
I’ve been playing the marketing game for over twenty-five years and the term “integrated marketing” has been around at least that long.

Years ago, however, the concept of integration applied mainly to consistency in branding elements and a unified message in advertising, public relations and sales promotion. With integration a customer or prospect could experience the brand in a similar way and this built a stronger brands – particularly if the advertising message were memorable enough. Think – “Where’s the Beef?” the Wendy’s ad hit.

But then online channels, social behavior and customer voice came along and fragmented even the best attempts at integration. [...]

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