As integrated marketing professionals we are expected to utilize all relevant media efficiently and effectively for our clients. As a result of society and technology, media evolves rapidly. Emerging media is the product of that evolution as we see it and interact with it today. Emerging media serves as much an innovative tool as it does an untamed beast for businesses. So the marketers of today study emerging media to best understand its drivers, innovation, evolution, and societal impact to determine its relevance, value, and extinction rate. We not only have to understand all these nuances but also communicate what emerging media is, what it does, how it works and how it impacts our client’s objectives.
The entire time keeping in mind that what we are studying and describing is continually changing. Making the integrated marketer every bit the sociologist, data scientist, pioneering researcher, and catalyst. The components of marketing are no longer relegated to silos, strategies must be omnichannel, and consumers are more discerning than ever.