The ongoing integration of on and offline marketing channels greatly influences how people interact with media. We surf Facebook while talking on our phones, watch TV while playing with tablet apps, and text our friends during movies. TV Guide recently surveyed 3,041 people and found respondents were more likely to watch a TV show if they previously saw information about it on another medium. They found 71% of the participants fell into this group, with the original mediums being Facebook, YouTube, and Twitter. Additionally, 31% said they continue watching a show because of social media influence, while 17% said social had no effect.

To delve even deeper into the effect of integrated marketing, within the group that was influenced by social media, 76% of them watched the show because of positive comments, 64% based on social media buzz, and 13% because they liked to watch what other people were watching. Of the group that continued watching due to social media influence, 77% said it helped keep up their interest, 66% said the topics discussed in social media were interesting, and 34% said they kept watching because of the social buzz around controversial moments.

These findings only fuel the argument that integrated marketing is a must to effectively advertise today. More and more TV programs are catching on by integrating digital channels. For instance, ‘The Voice’ not only has its own Facebook and Twitter account, but the celebrity coaches tweet live throughout the show. Additionally, active forums and blogs are continually being updated and inundated with fan’s comments. It’s just one of the many examples of successful integrated marketing.

But, of course, this is does not only hold true for the entertainment industry. Integrated marketing should be applied to all industries, including automotive, travel and tourism, retail and many, many more. The lesson here: grab the attention of your audience through every possible, effective medium using consistent messaging and tactics. The integrated marketing mediums work together to strengthen the effect of all the others.

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