Integrated marketing communications is now a common phrase among the business community at large.
Traditional marketing approaches emphasize the creation of several different departments within a company that work separately from one another on a specific aspect of marketing like sales, circulation and distribution, advertising, promotion, and design.
The integrated marketing communications idea began with the epiphany that branding failures have the power to consistently inhibit the full potential of a marketing plan.
What Are the Pros of Integrated Marketing Communications?
At its most fundamental level, a unified message has more impact than a disjointed myriad of messages. In a busy world, a consistent and clear message has a better chance of success as well as severing through the day-to-day static of over half a thousand advertising and commercial messages which siege consumers on the daily.
However, unintegrated communications are confused messages which water-down the efficacy of the message. This may also confound, stimulate, and engender anxiety in consumers.
Integrated marketing communications require a lot of effort, and it delivers many benefits. It can generate one-upmanship, improve sales and earnings while conserving time, stress and money.
Additionally, it sends reliable communications to consumers and clients and enables them to go through the different stages of the buying procedure. The organization concurrently centralizes its reputation, establishes a discourse and nourishes its partnership with consumers.
Lastly, it seals a connection of commitment with clients which can safeguard them from the inescapable onset of competitors. The capacity to keep a client permanently is a highly effective competitive advantage.
At another level, preliminary analysis reveals that graphics shared in advertising and direct-mail advertising improve both advertising interest and postal service shot replies. IMC can boost sales by stretching messages across several communications tools to create more avenues for customers to become conscious, stimulated, and ultimately, to make a purchase.
Thoroughly connected messages also aid purchasers by offering timely reminders, upgraded information, and discounts which, when showcased in an organized pattern, enable them to move easily through the stages of their purchasing process and this strategy minimizes their ‘agony of choice’ in a complicated and hectic world.
Integrated marketing communication also creates notifications more regularly and therefore creates an image that is more reputable. This minimizes risk in the mind of the consumer which, subsequently, reduces the search procedure and assists to dictate the result of brand contrasts.
Steady graphics and pertinent, valuable messages help nurture long-term partnerships with consumers. Here, consumer data can recognize accurately which consumers require what relevant information when, and all throughout their purchasing lifespan.
Integrated marketing communication spends less because it abolishes duplication in areas such as graphics and photography since they can be shared and used in other areas of a firm or company. Firm fees are lowered by utilizing a single firm for all communications as well as if there are numerous agencies, time is rescued when appointments carry all the agencies collectively– for instructions, creative programs, strategic or tactical planning. This lessens work and subsequent stress and anxiety standards– among the numerous advantages of IMC.
Pitfalls About International Marketing and Communications
Some departments may regret giving up the freedom of independent decision-making needed to form IMC. Power battles between department managers and directors may also happen as a consequence of adapting to IMC. But this is only natural. However, because IMC seeks to bring together communication and marketing resources to achieve one goal, departments must adapt to make peace with branch-specific interests for the benefit of the company as a whole.
Integrated Marketing Communications Careers
Integrated marketing communications is not a career, but an idea and a strategy. Students that are interested in working in this field can find academic programs that will help them gain better insight into its complexities.
Some academic courses that may benefit IMC professionals are Communication Skills, Marketing, Statistics, Marketing Research, Consumer Insight, Media Economics, and Finance.
Equipped with rigid education and learning in integrated marketing communications, experts have the advantage of seeking a wide-range of professions. IMC degree holders can explore career options such as public relations manager, public relations specialist, account planner, art director, research analyst, and event planner, just to name a few.
Ronn Torossian is the CEO of 5W Public Relations