Integrated marketing means not only choosing the correct medium for the message but if necessary managing the message through different mediums concurrently.
Theoretically in integrated marketing one should be able to take a message and objectively analyse the target market and then find the best medium through which to drive said message. This takes diverse skills, experience and judgement.
If one purports to do integrated marketing then one should have the necessary skills and judgement available in-house, outsourced, freelance or else in the form of associates.
There are many people that do genuine out of the box work and build effective campaigns that drive message through effectively. But there are many that cannot properly conceptualise an alternative medium through which to drive a message.
Many times the decision on the choice medium has already been made before discussion even begins with client and there is no flexibility or desire to change tack.
The result ends up being based on what the agency has always done or else what it does best. This revert to type is not what integrated marketing is about. It is not about simply writing great press releases or building award-winning ads. It is about co-ordinating these and other functions to build an integrated campaign for client.
The options are clear for those that want to offer the integrated option. If you don't have the skills in-house, outsource for specific projects or use a freelancer or else get associates on board.
The generalist can only do so much and should ideally be involved in conceptualising and driving the creative process. Once the decisions and choices have been made then specific tasks should be delegated to the experts.
There should be checks and balances in place to prevent a message being driven through the wrong medium/channel because someone was too lazy or they had made their minds up already before speaking to client.
Integrated marketing means seeing the big picture and being able to drive a message on different levels at the same time if necessary.
