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The success of present companies depends on a Market strategy to quite an extent. An effective Marketing Strategy is a prerequisite to gaining a competitive advantage in the market. Here comes the role of an effective Integrated Media Planning.

The companies are deeply considering both traditional media and social media to gain business success. Therefore, an integrated approach to strategizing is the need of the hour.

In this article, we are going to study Integrated Media planning and its adoption in framing effective market strategy. 

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Integrated Media And Integrated Media Planning Disintegrated

Integrated Media And Integrated Media Planning Disintegrated

Businesses are considering all forms of possible media platforms to leverage business opportunities. The main intention behind it is consumer reach.

Integrated Media is the combination of all the traditional media, Broadcast media, Digital Media, and Product packaging. 

Now the question, what is Integrated Media Planning? 

Integrated Media Planning is the process through which the selection or consideration of Media channels for the promotion of products is made.

Marketing Campaigns nowadays are extremely advanced. An Integrated Media plan answers the questions like “who is the target audience?”

Suppose you are targeting Gen X, then it might be through the combination of Radio and Facebook. Integrated Marketing Plans ensure that the advertisements you create across different channels are consistent.

Again, suppose you advertise your product on one channel. In order to keep the cohesiveness, you are doing the same on other Media.

Actually, you are using a multi-channel approach combining a mix of digital methods like Social Media, email marketing, radio-TV, and billboards. 

Components Of Media Planning 

Components Of Media Planning 

Before developing a media plan or an Integrated Media Plan in larger terms, you need to fill up the blanks on the specific components.

So if you are going for media planning without making any kind of understanding, you need to make an understanding of its components. Let’s have a go-through of the chief components of Integrated Media planning.

1: Marketing Budget

How much money you are going to invest in the Media Platforms selected by you? 

2: Audience

Who is the market targeted? What kind of customers are you going to select? Why is the message relevant to them? These are the core questions that are considered.

3: Conversion Goals

What actions should the message encourage, and how will your action support the strategy? 

4: Definition Of Success 

What are the key performance indicators you would be tracking to define the success of the Campaign? How do they support the chalked-out Integrated Digital Marketing strategy? 

5: Message Reach 

How many people are you targeting for your advertisement campaign? Where do they live? Do you think the platform of the message is scalable?

How do you measure the reach on the platforms you are employing to reach your targeted audience? 

Factors To Effective Integrated Media Planning 

There are three pillars of an effective Integrated media plan- and they include purpose, audience, and reach. These factors share an interrelation between them.


When you are selecting Integrated Media Planning, you need to decide who your targeted audience that you are trying to reach out to. Who are the ones that are benefitted from watching, listening to, or reading your content? Who will be buying the product or service you are offering?


What is the objective of your campaign? Are you generating the campaign to ventilate your product to the general public? These questions must be answered very vigorously. 


The number of times and the number of media channels used to reach the audience. The Integrated Media planning that you undertook might be extremely beneficial. 

Adopting Integrated Media In Chalking Marketing Strategy 

  • Chalking out Marketing Strategy? 
  • Can’t decide upon the type of media where you raise a campaign? 
  • Unable to understand the population for which you are marketing? 

Integrated Media Planning and its adoption in a market strategy go on to help the business entity looking for the answers:

Step 1. Understand Your Goals

Understand Your Goals

Before you go on to plan your integrated media approach, first know the goals of your that you want to achieve through the campaigning.

You should have a SMART goal written down. You must reach a certain number of people under a certain time period. You must be just looking to create market awareness among the people.

Through Integrated Media, you could track the development of your marketing strategy.

Step 2. Define The Buyers Persona 

 Define The Buyers Persona 

Marketing channels have their specific buyer persona. If you are targeting the age group between 12 to 30, mobile marketing will be suitable. This generation used cell phones extensively.

You will have to employ social media marketing to reach your customers. Remember, you are not going to get all people for all the channels.

Suppose you are Targeting Gen X, then you might be using Radio as well as Gmail as a part of your market strategy.

Step 3. Identification Of The Channel Managers 

Identification Of The Channel Managers 

You need to identify the channel managers for specific media. It depends to some extent on your marketing team.

While you are driving multi-channel marketing campaigns, you must determine who will be in charge of the particular channel you select. 

This is to be done for two reasons; firstly, the manager is the expert on the channels. Secondly, the managers (posting cadence, Optimization tactics, reporting tactics).

And simply putting one person on the channel might be risky. So you have to use your skills to distribute the channels in an effective manner. 

Step 4. Adaptable Marketing Assets And Messaging 

Adaptable Marketing Assets And Messaging 

Now that you have set your goals and objectives, identified the target audience, and selected the media channels. Now you are on the next stage of Integrated Media Marketing.

Now it is time to create the Integrated Media Marketing Content. Now at this stage, you have to set the Copywriting, graphic design, and the other creative parts into play.

For example, now you are launching a new 3 minutes brand video. You could act to repurpose this into:

  • Blog Posts
  • Soundbites.
  • GIFs.
  • Quotes.
  • Hashtags. 
  • Still images.
  • Sound bites.

Step 5. Gather Data 

Gather Data Integrated Media

Are you relying on assumptions? Do you think that you are going to network on Facebook and you successfully reach the Baby Boomers rather than Millennials? Well, numbers show that the demographics of Facebook are from 30 to 49. 

Step 6. Do A Social Media Audit 

Do A Social Media Audit Integrated Media

If you are focusing extensively on Social Media for your marketing strategy, simply answer the following questions:

  1. Who are the ones engaging with you?
  2. Which network is used by your Target Audience?
  3. Where does your social Media Presence stand against your competitors?
  4. What’s working for you? What’s not working for you at all?

Step 7. Analyze And Execute 

Analyze And Execute Integrated Media

That you have everything in the set, finally, it’s time to analyze your approach. You will have to find out which channels performed best.

You need to understand and analyze striking the right balance between various media platforms. Once you are ready with the information, you could incorporate it into your future Integrated Media channel campaigns.

Closing Down

Integrated Media planning is therefore difficult and a challenge indeed for a business organization. But its efficacy in creating business strategy is unequal.

Therefore you need to keep the aforementioned elements into consideration while chalking out a Market Strategy for your business.

You also need to prepare a strong marketing and analytical team to understand the traits and market trends. 

Therefore, Go ahead!!!

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