Integrating the integrators

So, a flying start to my blog then...!

In fairness I've been spending the best part of the last week on part 2 of IDM's new Integrated Marketing Diploma. As a member of the "Integrated Fanclub" and with few marketing qualifications under my belt it seemed like a good fit, and in all honesty it's been pretty good so far (and where else could you get "cognitive dissonance", "attitudinal measurement" and "hermeunetics" in one sentence?).

However, its approach does raise a few questions. If my generation of marketing is part of a new wave of "Integration", can old school silo converts teach this field effectively? Can an experienced marketeer, even with knowledge across a number of areas, ever argue from a purely integrated perspective?

We're increasingly reminded that IMC is a strategy, a concept, an approach, and not simply a combination of media, yet, realistically, our mentoring has to come from those with experience limited to how different disciplines can be brought together effectively and evolved to form synergies. Schultz would not be a happy bunny.

Don't get me wrong, the speakers on the course have been exceptional and their points well constructed and biases diluted, but you can't help feeling that there will always be issues in "How to teach IMC" until the 'true integrators' and 'fully integrated brands' come through with their completely integrated experiences. This will take time, of course, and will become easier as IMC is introduced to companies from day one (and not through step by step changes).

In the meantime a lot of 'old school' stuff remains relevant, and as long as us 'younguns' stay fresh faced, challenging, and keep aiming for consumercentricity, the future's pretty exciting.

Until then, 4 P's (plus consumer!) anyone...