Integrated Marketing Communications overtaken by technology
Integratedbrands.org was showcase for integrated branding that Beakbane: Brand Strategies & Communications created in 2010. It was a collaborative site, built using the Plone content management system, where agencies and their clients could showcase their brand communications. It evolved from a directory site, MarketingNorthAmerica.com, that we created in the mid 1990s. Initially the site generated a lot of traffic from visitors who needed to find marketing resources. Over time, as Google became progressively more effective, the site became less useful.
In January 2019 we took down the site because it became progressively easier for marketers to research brands and the various tactics they use to achieve their objectives.
It is more than ever necessary for brands to start with a clear identity and brand positioning. However, the creation of marketing tactics is increasingly driven through messaging that is tailored to a specific target and then refined using analytics and testing.
See this presentation from 2012, Integrated Marketing Communications What it is & why it’s important, that described its significance at that time.