Today, there is a strong focus for integrated marketing communications that is relevant to the customer. Consumers are bombarded by messages. Consumers are informed and do their own research on products and services. Often this is done on a smartphone at the location they are doing business.

Many marketers are leaving mass media and building focused intergrated marketing communication channels. These channels include corporate websites, public relations campaigns, blogs, email marketing, social media marketing, and direct mail. Marketers are talking to the customers and including the customer in marketing campaigns with contests and strategic insights. Marketers are listening to the ideas through product ratings and reviews. 

Marketers today have technology available to manage the conversation and are creatively integrating digital technology with focused and relevant integrated marketing campaigns.