It’s no secret that we live in a world driven by consumerism thanks to the entrenchment of capitalism in an increasingly global society. For brands looking to target this materialistic market, the evolution of technology has ensured that there is now a wealth of channels available. However, with so many different messages floating around on a daily basis, you can be forgiven for wondering how on earth it’s possible to keep track of them all, or indeed whether they are effectively a complement or contradiction in terms.
This is where integrated marketing communications steps in, as its premise is to ensure that the messages sent out through the variety of available channels remains consistent. Brands are increasingly trading on their reputation and something like this can only be achieved successfully through a communication campaign that focuses on building a relationship with the market over a prolonged period of time.
In the past, agencies have got away with charging clients every time a different message is created for a particular marketing medium, whether it be above the line, below the line or online. However, more and more agencies are now turning to integrated marketing solutions as a way of meeting the demand for consistency.
It’s not difficult to see why when you think of it like this: imagine you’re reading the paper on the way to work and you notice an ad about a particular service, later that night while you’re relaxing in front of the telly, you notice an ad about the same service albeit in a different format, and then you happen to be online surfing the net and come across yet another message about the service. Having now been exposed to the same message in at least three different channels, the next time you need that service, who are you likely to call?
Youth Media specialises in integrated marketing solutions targeting the youth market, a demographic known to be techno savvy with a taste for variety when it comes to information channels. Whether you are looking to attract attention visually through posters in areas of high footfall, tangibly in the form of leaflets or branded bookmarks, the ultimate in digital exposure would be targeting students through emails and even better still, a unique desktop platform known as YouthWire. If you’re interested in hearing more about how we can launch an integrated campaign for your brand targeting the elusive Generation Y, then why not get in touch.
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