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As a concept, integrated marketing has made its way from crawling to running, being picked up by brands as a method of storytelling through consistency. And it’s a smart move: Kantar Millward Brown’s report, AdReaction: The Art of Integration, found that consumers overwhelmingly believed that integrated marketing campaigns help build brands, with 65 percent having a positive sentiment toward them.
But marketers and consumers disagree on how much “integrating” is really going on. 89 percent of marketers feel that their ads across TV, mobile and desktop fit together well, but only 58 percent of consumers share that opinion.