The information age we are in is characterized by multiple communications media working parallel with one another. This means that the news broadcast on television may also be read in the newspaper, heard on the radio, and seen on different outlets on the Internet. With more media options to consider, it is essential to  integrate marketing communications using multiple media channels to reach your customers.

Integrated marketing communications (IMC) is the application of multiple integrated communications media to reach customers. Marketing tactics like direct marketing, Internet marketing, social media, telemarketing, and sales promotions are optimized when they are aligned to create a seamless progression of marketing communication and touch points to customers. Consumers don’t think about a brand as a marketing program or campaign. Ongoing, integrated marketing creates consistent branding, positioning, and messaging across all marketing communication and media to produce more impact and recall. But the burning question is, “Where will you reach potential buyers?”

In the past, it was much easier to select marketing channels and predict consumer behavior than it is today. Here are just a few of the issues that make marketing much more difficult than is was in recent years:

•     Consumer trust and confidence in organizations and institutions has declined significantly. Consumers turn to each other—sometimes even complete strangers—for advice and recommendations when making a purchase.

•     Digital experiences and customer engagement are the biggest factors influencing consumer purchases and recommendations to others.

•     The numbers of digital media choices grow and change every day, making it very difficult for marketers to learn while executing. Marketers must respond by retooling skills and ROI measures.

•     Consumers of news and entertainment like the personalization and immediacy of digital media. A whopping 84 percent of consumers now say they rely on the Internet for news or information, 73 percent visit social networking sites on a regular basis, and 76 percent regularly watch video sites like Hulu and YouTube.

This presents a huge challenge to marketers. One of the biggest concerns is making good decisions about where to invest marketing funds. The growing use of digital media is driving marketers to invest in communication tactics that are more targeted and measureable. Advertising must reach consumers where they spend the most time, and it is increasingly away from television, newspapers, and other traditional media channels that were relied on for many years to reach the masses.

If people are to be given a choice between using social media and the local newspaper to reach the masses, for many businesses the choice is social networking. There can be many reasons for this decision, but foremost are ease of use and the means to share what you post to hundreds if not thousands of people at the same time.

Unlike traditional media, digital media such as online social networks give control to the publisher without being limited by cost, space, or distribution, among other factors. By means of social media, people can exercise freedom of speech in a way that gives new meaning to the First Amendment. Anything positive you say online about a product can be used by a company to boost brand popularity at the expense of the competitor’s product. On the other hand, anything negative you say about a brand can also be used by the competing company to boost its image.

Consumer opinion and sharing activities online can make or break a product. When the sleeping Comcast technician video was shared socially on the Internet, Comcast suddenly had an image problem to fix. Comcast had no control of the spread of the video and it punctuated the power of social media online. People generally don’t care about whether a brand sinks or not. They just care about sharing; letting their friends know about something they found out online. With so many digital media sites and services on the Internet like YouTube, Digg, StumbleUpon, and Blogger, consumers now have the power to produce, distribute, and share their own media content and no wonder marketers are now following suit, having seen the power of social media in shifting the tide in favor of or against a brand.

What drives the popularity of consumer-generated media? At the most basic level is the emotional need to be heard. People that feel “wronged” want to be heard as much as they want to evangelize what they love. The Internet and social media is so accessible and easy to use, it provides a platform for those that want to connect, communicate, and drive change.

Social media and social networking is also referred to as social influence marketing (SIM), which describes the business benefits of social media. It is not only a channel through which people can experience and interact with your products, services, and company, it expands the reach and multiplies the influence consumers have. This creates momentum around how brands are interpreted and have meaning.

Communication on social media platforms is transparent and perceived as much more authentic than traditional advertising and marketing. When consumers embrace a brand, they turn into its greatest promoters, bringing a level of legitimacy and authenticity to your brand that you couldn’t possibly buy.

Businesses must get comfortable with releasing control and step into the role of leading and guiding the brand. Smart marketers are tapping into the real power of digital media by engaging in conversations with customers, guiding their experiences with the brand, and giving them the tools to help raise awareness and market their brand.

Encourage interactive dialogue with customers and prospects by posting a blog on your Web site. You will actually have more control than you would if customers had to go elsewhere to blog when they have something to say about your company. It also gives you the opportunity to respond to ideas, inquiries, and complaints much faster than traditional methods.

For example, when Dell was presenting at a national conference and the PC literally burst into flames, word quickly spread on Twitter. Dell could have chosen to issue a press release and suffer through days of agonizing backlash. Instead, the company quickly communicated on Twitter to explain the situation and the buzz was quickly dispelled. Not only was a PR nightmare averted, but you could argue that it helped their image because they were so responsive and transparent about the incident.

The speed and sheer reach of digital media spreads news and events like wildfire. It has catapulted people like Susan Boyle into instant stardom, and it has garnered some commercials with the same status as Super Bowl ads. When the People for the Ethical Treatment of Animals (PETA) advertisement for the Super Bowl was declined by the networks because it was too provocative, the ad was distributed online and may have been seen by even more people because it was shared across social media networks. Dozens of online media and news channels featured the story on their home pages. Millions of people saw the commercials and forwarded the message to friends, family, communities, and organizations using social media—and all this was free. Sure beats a million-dollar Super Bowl commercial.