This is an interesting topic ('melting the parts together') but wasn't marketing in general not always the top of the parts you listed?

Hmm, Integrated Marketing has always been the answer. What am I missing here? Surely IBM isn't just now discovering the value of an Integrated Marketing Plan.

Okay. The DF comment section seems to be struggling. The above is not my final comment. So here's what I wrote after editing and clicking post:

Hmm, Integrated Marketing has always been the answer. What am I missing here? Surely Intel isn't just now discovering the value of an Integrated Marketing Plan. For 19 years in the corporate world and 16 as a consultant, integrated marketing was a given, and today that includes considering social media tools. At the end of the day, however, we don't use tools just because they are available; we use them because they will work to reach our targeted audience. And not every plan will feature every tool, whether traditional or social.

This is the wave of the future. The younger generation spends more time on youtube and blogging than watching TV.

If you are looking to market to anyone under 25, don't even bother using a newspaper.

Yes marketing should be integrated but realistically inside many corporations it is not. There are silos: advertising, public relations, marketing, product marketing. The smart companies are integrated and continue to integrate but many (especially in technology) do not. What is good about social media is that it is a forcing function for many of these companies now whether they recognize it or not. That is what is good and is happening more and more.

Anyone that thinks integrated marketing has always been around is naive. Or atleast they don't understand the difference between the philosphy and true execution. After working both in the agency world and corporate world, this is something both sides have struggled with. The last several years companies are getting it - but it does not happen over night.

I agree with Jennifer. Social media requires an integrated approach that many companies have not implemented. Launching blogs and communities require you to securre particpation from business units experts & web marketing, align with campaign objectives, coordinate with PR & marcom, establish new legal guidlines and new processes for customer support. These are not launch specific activities. These become ongoing engagements and they are not sustainable without the vision and a cultural shift toward integration.

I'm with those who say integrated marketing has been around for a long time. But many talked about it; only some actually did it.

I do think social media will force the hand of many to stop talking and start doing. But, as someone above said, use social media where it makes sense, rather than just because it's there.

I agree with those who believe integrated marketing has 'existed', not always implemented or using all 'tools'. Aren't we talking about the available tools of the day? Then (pre Internet)--radio, TV, print media, signage, telephone (on hold ads) direct mail, customer newletter, brochures, etc. Today, add in websites, email campaigns, video, webcasts, blogs. So what medium forms you choose depends on Marketing's read on their corp philosophy, audience, budget, capabilities, etc. Could be a mix of traditional and new tools. The challenge being how to accurately determine ROI and effectiveness from the chosen methods, given the current 'limits' a company/dept works within.

Erica has a great description about the right mix of traditional and new tools. I'm part of Intel's Global Communications Group -- a.k.a. corporate public relations. Our team has been integrating broadcast, new media and traditional media outreach ever since I joined in 2000. What's interesting today is the impact social media is having on how we find, educate, motivate and support people to get more involved online, sharing their insight and passion. And how we explain these moves to top management. I see Intel integrated Web marketing team helping pull together teams or individuals and getting them to participate more with our many audiences around the world. In many cases the integrated Web marketing team hits stovepipes and they find ways to chip away walls separating teams inside Intel. All of our internal groups are competitive -- inside and outside Intel -- so getting this energy and the right expertise focused on a greater good is helping bring our people and company culture to the forefront where interested audiences can tap into how Intel is relevant in their lives. It reminds me of how important family decisions require inclusion of all the right members. If you fail to tell your sister, she's sure to pull a rain cloud over any good decision you made. But like Bob points out, these approaches go beyond product or initiative launches. Often it's shifting behavior to embrace new things. By actively participating, providing resources and offering guidance, the integrated team can lead the wider corporation like a great new or classic social networker, who knows how to communicate with particular audiences using the best means at the right time in an inviting, inclusive way.