Emerging Integrated Marketing Communication Channels

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  • 0:03 One Message
  • 0:40 Integrated Marketing…
  • 1:04 New and Emerging Channels
  • 4:39 Merging Traditional…
  • 5:47 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

There are a myriad of channels today through which marketers can reach their audience. In this lesson, you'll learn about some new and emerging channels and how they can be linked with traditional channels.

One Message

You're walking down the street and notice a billboard for your favorite store. They're having a sale! As you get on the train, you see a newspaper ad for the same sale. Now you're really interested! Once you arrive at work, you check your computer and notice an email from the same store, as well as a post on their social media account with a coupon for the sale. You decide you're checking it out first thing after you leave the office.

What you've just experienced is an integrated form of communications that allows a brand or business to share information about their sale across many channels, with the goal of getting you in the store and making a purchase.

Integrated Marketing Communications

The American Marketing Association defines integrated marketing communications as a process designed to ensure that all contact and communication from a brand to a consumer for a product or service are relevant to that person and consistent over time. It is a way of piecing together the communications puzzle so that each segment works seamlessly, and in harmony, with all the other pieces around it.

New and Emerging Channels

For years, marketers had traditional marketing channels from which they could communicate a message. You're probably familiar with many of those, including television, radio, newspaper, and billboards. Today, marketers have a host of new and emerging channels from which to advertise, such as email, blogging, mobile, and internet-based options, ranging from search engine optimization to pay-per-click advertising.

Social Media

First, let's look at social media. It seems like much of our day is consumed by reading and sharing our thoughts on social media. Channel tactics range from very short 140-character messages and hashtags, to photo sharing and pinning our favorite website links. Brands are becoming more heavily involved in pushing out their messages and products to interested followers.

The beauty of using a social media platform is that you can get immediate consumer feedback and engage in two-way dialogue. Social media can be a great way to target a specific audience. For example, if you're trying to reach a younger demographic, you might lean toward a photo sharing social media site, which is known to cater to a younger crowd of users.


Next, let's look at email. Marketing experts consider email marketing to provide one of the best tools for reaching customers directly, making it one of the most profitable new marketing tools. It can be done very inexpensively and if the content of the email marketing message is well-crafted and well-designed, it can turn into a sale or lead for your business.


Internet is another important channel that can be broken into several different areas:

Search Engine Optimization

Search engine optimization, sometimes abbreviated SEO, is a method by which you work to improve your website's ranking inside of search engine results. By anticipating the things your audience will be searching for and using those keywords in the copy of your website, you can boost your organic search results. The higher you appear in search results, the more likely you'll be seen and clicked.

Pay-Per-Click Advertising

Pay-per-click advertising also relies on search engine results, but in a paid form. Marketers can select keywords to build an ad campaign, and then when users search for keywords that touch on the ad you created, they can view your ad alongside non-paid search results. You pay only when your ad is clicked. Many marketing gurus consider this a relatively low-risk venture because, ideally, you're reaching people searching for exactly what you're advertising, meaning the conversion rate is higher than average.

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