29
Mar

INTEGRATION. AN IDEA WHOSE TIME HAS COME.

Marketing folk love buzzwords. The rise of digital channels has accelerated this trend. Hip new acronyms and fads are all the rage. ‘Customer experience’ meets ‘omnichannel’, whilst ‘behavioural economics’ crosses ‘360 degree’ thinking. So forgive me, but I’m digging up an old, and rather tired, buzzword from 20 years ago: ‘Integration’.  Or ‘integrated marketing communications’ to be more precise. It’s much less fashionable these days, but finally, after years of being an idea preached more than it was practised, its day has finally come.