Has something like this ever happened to you?
"Imagine waking up and hearing an ad on TV for a $.99 Chicken Strip Meal, then checking your iPhone on the way to grab some coffee and seeing an e-mail for a $.99 Chicken Strip Meal. Then, when you fire up Pandora for your workout, you hear ads for a $.99 Chicken Strip Meal, while on your Yahoo! mail, you are served a banner ad for a $.99 Chicken Strip Meal, and then on the subway, signage for a $.99 Chicken Strip Meal, and on the billboard outside your office, and in online video ads, and then, as you check-in into the Shake Shack – Bam! You get a Foursquare Deal Near-By with - you guessed it - a $.99 Chicken Strip Meal."
For years this integrated marketing approach of delivering the same message across multiple platforms was considered a best practice, however in the "always on" device-driven world we live in today, consumers tend to respond better to advertising that is tailored to the platform and recipient - in essence, delivering a unified experience versus a consistent message.
To learn more about my thoughts on unified marketing, visit my recent post on MediaBizBloggers.