Producing media that isn't integrated is like eating flour, salt, yeast, water separately and thinking it's bread.
Martha Stewart is a master at media marketing integration. Like many others who have figured it out, the product is the person. The person is the nexus through whom money is exchanged for time, products , services, or something; but the "product" is never really a tangle inanimate object. "life", or business as some say, is only about interactions between people. Those interactions are what enable us to "profit". This is just another way of saying we have something extra at the end of the day. I constantly see and get bombarded with offers, promotions, and sales. Everyone has good and bad things they do, but they are interactions we all have experienced since the beginning of human interaction; how does this person make me feel? Do I believe what they say? Will I be better off by accepting or following him or her?
What does any of this has to do with integrated media marketing? Easy, integration is simply adapting and communicating oneself and the products and services they represent to "life"; or as many platforms as you can find. It's not just about having a website, or a comercial on TV, or a print ad in a magazine. It's about making all of those working together in a connected story. The print ad is an extension of the TV AD, which is an extension of social media, which is extension of events, which is an extension of what is happening at the company. Transparency. Let the public see what's happening inside and out. This is where the content comes from to fill your integrated media channel. Most businesses find it hard to provide constant content. That is because they spend so much time trying to create two worlds; what's happening on the inside and what's happening on the outside, the inside content is hidden, which takes up energy and resources. The open to public content integrated throughout media channels is where the core fan base comes from. The fan base are those who work as de facto non employees. The social media sharers, the event attendees, the ticket buyers and dedicated ones who will work for you. Fans want to consume. They want to see behind the scenes, as much as be part of the scene. Opening up a company media channel not only gives way to better communication and community it also is just plain common sense. And that is the type of business I want to be involved in. Nothing too complicated, nothing exclusive, just well build, well rounded media integration connecting people.