The necessity for the word integrated is probably familiar to most seasoned business people. It’s meant to stress an approach that combines multiple marketing and PR strategies together under expert guidance so that the client gets the most cohesive plan. Things don’t get overlooked; nothing falls through the cracks.
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When I first came across the term integration in a marketing sense, I’ll admit, I wasn’t as enthused as some might be. Thinking it over, I realized it’s because it’s not something millennials think about in general. They’ve grown up in a world where the whole concept of integration is systemic. There is nothing that we do, read, think about, that isn’t a mass web of integration. Think back over the last decade. What may have been new technology to adults was never explicitly taught to us. When we saw something new become available, we would add it immediately to the arsenal of ways to communicate, entertain ourselves or get things done.
Looking back over the last 10 years paints a picture of just how far the millennial's view of integration has come. If 2007 doesn’t ring a bell for you, let me give you a quick recap: People (including tweens) went from brick Nokia phones to the first-generation iPhone, putting the internet at your fingertips. Remember MySpace? I remember staying up until 4 am, teaching myself to code, making sure that my “layout” looked perfect. Little did I know, five years later, I would still be up late coding -- this time for school. Five years after that, I am STILL up late coding -- this time designing websites and perfecting graphics. Being able to absorb HTML and Photoshop, and the next great software that comes along is a millennial’s unspoken advantage. I am starting to realize how fortunate I am that I can use these products daily to create integrated deliverables for clients.
Since starting as an intern six months ago, and being recently promoted to Assistant Account Executive, I can easily vouch for PAN being integrated in our client solutions. But I also see integration in the way that we operate. From the skill sets of the employees to the culture (yes, we really do hang out together after work), PAN exemplifies integration.
We’re now 10 years out from that life-changing year, 2007. I can’t say that my interests have changed much (I still would have the Jonas Brothers in my MySpace Top 8, if it existed), but my perspective sure has changed. Integration is now something I not only acknowledge, but appreciate.