What Is Integrated Marketing Communications?
What is integrated marketing communications? Simply put, marketing communications involves the use of several marketing tools and platforms in conjunction with each other in order to create maximum impact with your audience. Marketing communications channels specialize in any means by which a company communicates a message specifically to its target market, the large group of potential consumers who would most likely to purchase their product or service. It also covers indirect impacts that your target market might be able to make via various marketing efforts such as those done by product manufactures or retailers, or by various non-profit organizations. The term “marketing communication” thus refers to a combination of various communication strategies used to gain the attention, interest, and/or participation of your targeted audience.
The key elements of an integrated marketing communications strategy are: consistent narrative, powerful and relevant graphics, and appropriate use of technology and automation consistency. Consistency refers to a consistent tone, style, and message across all marketing channels. A consistent narrative basically means that the same story, ad, or website is being told to your audience over again. A powerful and relevant graphic is usually one that draws the attention of your audience. A technology and automation consistency refer to the consistency of using tools, platforms, and systems that are consistently used no matter what your marketing messages may be.
The consistent messaging will allow your audience to form a clearer picture of what you do and what you offer. The effective use of technology and automation consistency allows a brand or company to automate various marketing processes including email campaigns, mobile messaging, web marketing, social media, and online store apps, just to name a few. When combined with a consistent brand messaging, these various marketing channels will work to deliver a one-of-a-kind integrated marketing communications experience to your customers and clients.
Brand and customer loyalty therefore rely on consistency across all marketing channels. Consumers are always looking for new information. Technology and automation consistency allows the delivery of that information in a manner that engages consumers and generates interest in new experiences and products. This is the core of brand building and engagement.
With a strong consistency in digital communications and technology, a brand is able to reach a broader audience. This translates to increased sales, an increase in profits, and the ability to serve a larger segment of the population. In addition to brand building and engagement, this type of consistency promotes public relations strategies that promote a positive image of companies and products. For example, if your business sells construction materials, you can use a consistent brand messaging strategy online, on social media platforms, through advertisements in newspapers and magazines, and through print and television ads. The messages will be consistent with the materials you are offering to your audiences.
This approach, when applied to communications, allows brands to build credibility and trust. It creates a more positive story about the company and the products and allows the company to tell a consistent story to multiple audiences over time. It also creates the opportunity for consumers to build their own narratives about the product or service they are buying. Consumers can share stories about how they used the product and how it changed their lives for the better. When a brand offers consumers a consistent narrative about their brand, they have greater faith in the brand and are much more likely to engage and buy in the future.