Media fragmentation and the strategic role of integrated marketing communication

Fragmentation of the Media and Markets

The increasing fragmentation of media and markets has made effective marketing communication more complex. The ever increasing forms of media have left marketers in a dilemma as to which mode should be targeted to market their products. The market has become very dynamic and more complex propagated by the emergence of new forms of media, competition and the technological advancements. The fragmentation of media in itself has classified consumers into various categories which are subject to the age groups or the social economic factors in the society.

Certain types of media tools or devices are accessed by a certain age group that means the information or entertainment delivered through such media tools are tailored to fit that particular age group. When the same message is presented to a different age group, the impact will be less and doesn't add value. Marketers therefore have to categorize the consumers and the markets based on the age groups and aim their advertising activities through the medium that reaches the targeted group in the market so that the adverts don't go unnoticed.

The accessibility of certain media tools in the society also leaves out a certain category of consumers, certain gadgets are way beyond the reach of many consumers and can only be accessed by a few individuals, when targeting a certain category of consumers the preferred medium should be considered if the message is to make an impact and to reach a wider network of consumers (Krishan Kant, 2011).

The consumers have become more complicated and the older tactics of marketing have to be abolished and replaced with the new ones. The traditional methods of program interruptions as a way of catching the attention of most TV viewers is gone as the consumer has a variety of channels to chose from and only watch what is necessary. The existence of a good number of channels to choose from leaves the marketer in a dilemma on how to reach its targeted consumers. The habit by the consumers to switch off whenever the commercials are on air or neglect by the consumers not paying attention to the commercials is a major obstacle to most marketers. It is for this reasons that the marketers have a tough time in coming up with effective medium and be able to communicate effectively to a large number of audience.

It is very tasking for the marketers when a new product is to be launched into the market. The choice of the right media becomes an issue as each media channel represents a section of a group that the advertising agents would want to reach. The advertising body will have no choice but to try and use as many channels as possible with each and every market segment having a specific t message that would attract their attention as one message to a particular group may not work with a different group. It becomes a very complex affair and needs the very skilled to be able to deliver and get good results in the current fragmented market (Kim Harrison, 2005).

The ever rising technological inventions and the market rush to embrace the latest technological tools have contributed largely to the fragmentation of the market and media. Technology has a way of changing things in a faster way that the marketers' ideas become obsolete as consumers shift to the trendy products. These are challenges that the marketers will have to face as the switch over to embrace new technology and keep pace with technology is a costly venture. More cost cutting measures and approaches have to be devised in order to stay profitable. The uptake of the social media and the transformation of the global interaction has also been a challenge for the marketers, not many subscribers to these social media accounts are active users.

Targeting such platforms might not make a great impact as they can be over crowded an fail to make an impact, it also neglects the section of the consumers who are resistant to change with the world and move with technology. Alongside the social media the emergence of email, blogs, virtual goods, word of mouth as new methods of advertising have also been a targeted by viral commercials in an attempt to reach the unreachable. The traditional channels which were TV, radio, print and out of home methods have been replaced by more advanced methods such as the improved you tube where consumers can watch videos of the new products get to know a few things about them, interact with the features before buying as opposed to the older and no interactive advertising methods. Media has been revolutionized and markets have to keep track of what their competitors are doing if they are to remain relevant in the market (Neil Kokemuller, 2012).

It is for these reasons that a more strategic approach to integrated marketing communication is becoming increasingly vital. The complex and the fragmented nature of media and marketing has resulted into marketers adopting this kind of approach which ensures that all the messages that are received by the customers or prospects for a products or services remain relevant to those particular individuals with some level of consistency. Integrated marketing communication is an approach that takes into account the various communication disciplines and strategically combines them to be able to deliver messages which are clear, consistent and have the maximum communication impact to the targeted audience. It rolls out activities which target to build the brand, a distinctive image and a message in the market that will stand out and reach a maximum audience.

Different approaches to promotional activities may be targeting different segments of the market mix which might call for different messages for the specific markets. Consumers can in the process get the conflicting ideas as there is no limit as to who gets into contact with the promotional activities. The conflicting ideas on the usage of conflicting messages using different medium can distort the messages and create a negative perception and image about the company as perception can be translated into reality. Building a brand needs a carefully thought and a calculated approach that ensures unity of all the marketing disciplines that doesn't show lack of integration from different departments.

A unified message that reaches the public changes the perception of the public which translates into brand recognition. A harmonized message that cuts across the board taking into consideration both the internal channels of communication to the external channels of communication brings out the message clear wining customer perception and a tool to edge competition. The importance of the internal communication as a means of marketing cannot be ignored within an organization, the staff represent the image of the company and identify with the products, its therefore important to communicate the launch of new products or innovations to them and make all the information available for all the products and services so that they can communicate to the customers and peers while they interact which is a strong marketing tool. The messages should be tied with the external ones so that the brand of the product or service is conveyed as one (MMC Learning 1996).

The integrated marketing communication has been vital since the customers are the recipients of these integrated messages, it has helped in improving the attitudes and behaviors of the customers due to the consistency in delivering the brand values. Divisions on the message depict a negative image on the brand and a negative publicity is very costly for companies which take a great effort and resources to restore. The other importance of the integrated marketing communication is the ability to translate into the profitability. Marketers who have employed this approach have witnessed the attitudinal change from the consumers and their behavior towards the products and services being offered. The company is therefore assured of a future market and continuity due to the customer loyalty. In a market which is flooded by several giant companies who have built household names, it is the uniqueness of the message through the media campaigns and the way it is presented that will win the customer attention and result into sales.