Integration is Key

All I hear lately in the media is about social media, and it gives businesses the wrong perception: that we need to shift marketing dollars from "traditional" marketing to online advertising and social media. In my opinion, this is not a wise decision for the long-term, and it's not as effective as integrating all forms of advertising.

Why did I choose to call my company a media company? Because advertising IS public relations, because online advertising IS social networking. Integration is key to a long term marketing strategy.

Studies have shown that consumers don't differentiate between sources of brand messages. They form their brand image from all media outlets to which they have been exposed. This is why consistency is key. No matter what media outlet you use, when you use the integration strategy I believe in, the last thing you want is to create brand confusion. Google "The Shack" and see why Radio Shack's latest strategy did not work. It confused people.

PR is going to become more important now and in the future, as clients start using integrated models. The days of social marketing OR print ads, visual storytelling OR banner ads is over. Think AND, not OR. It's up to media companies to make it happen, and our clients will benefit from this shift in thinking.