A lot of people do not know that an integrated marketing campaign is a Cross channel marketing strategy which involves creating of consistent campaigns over many different platforms in order to provide a very cohesive experience to the customers. Every single brand experience would actually be consistent, whether the customer experience is the brand with the help of social media, another channel or even direct marketing. An integrated marketing planning strategy is required. It would usually understand that customers are not exactly confirmed or confined to one single channel. The consumers keep encountering brands and advertisements wherever they go. That is why, a lot of people float around.