Integrated Marketing Communications

Integrated Marketing Communications—take it to heart, take it to the bank

The first definition of the term, Integrated Marketing Communications, came from the American Association of Advertising Agencies in 1989. The Association defined it as “an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.”

As marketing has evolved, so have definitions of Integrated Marketing Communications. A more recent definition of the term that I found on the website marketing executives biz sums it up succinctly: “Integrated marketing is the disciplined process of choosing the appropriate marketing strategy, combined with the appropriate mix of tactics, methods, channels, media and activities that best support the desired end result of the defined marketing activity.”

That’s what it is; now why you should take it to heart

In the old days before the 1990s, marketers reached customers through television, radio, and print. This method did communicate with the masses, but it did so with little regard for the diverse needs, tastes, and values of consumers.

Today, marketing is viewed more as a two-way conversation between companies and consumers. Unfortunately, unlike the simple times of yesteryear, nowadays there are seemingly countless ways of reaching customers. Marketing strategies present themselves like a giant Rubik’s Cube. Because the benefits of Integrated Marketing Communications are so great, it’s critical for marketers to solve the puzzle and select the correct marketing communication mix for their business.

Integrated marketing can seal the deal

With so many products and services for consumers to choose from, marketing messages run the risk of being overlooked and ignored if they are not relevant to the needs and wants of consumers. This is where integrated marketing can seal the deal. A key advantage of it is that you can clearly and cohesively communicate your message across several communication channels to create solid brand awareness. When done correctly, integrated marketing is not only more effective at getting your story out there, it is also more cost-effective than mass media marketing because the digital interfaces of today are less expensive than the mediums of old.

Gadgets as far as the eye can see

As consumers spend more time on technical gadgetry, you can weave together multiple exposures of your brand’s message using multiple touchpoints. Equally important, you can gauge the effectiveness of your communication methods as a whole, instead of piecemeal.

With a fine-tuned marketing communication mix you get to wrap your message around customers, while helping to move them through the numerous stages of the buying process. This allows you to consolidate your image, develop a dialogue, and nurture a relationship with your customers throughout all interactions with them. At the end of the day, integrated marketing can be the linchpin to creating a seamless purchasing experience that can turn consumers into loyal, lifelong customers.

Have a Great Day

Audrey Ferrante
Ferrante & Associates