Define Integrated Marketing Communications: What Is That, Again?
All the Info You Need to Win at Integrated Marketing
There are obviously many benefits to developing a well-thought-out marketing plan, which is why we’re constantly talking about making it a priority and helping our clients to get theirs in order. We even created our e-book, How to Make Your B2B Marketing Not Suck, to help readers walk through the necessary steps toward a cohesive plan. One of the other benefits of going through that process is ending up with a map for integrated marketing communications. But what does that mean? We’re here to define integrated marketing communications for you so you can keep it in mind as you’re marketing.
Well, it really is what it sounds like: having a cohesive message that you deliver across all channels for your company or brand. It’s not just about a consistent look and feel, though – you’ve got to strategically integrate your marketing efforts in order to maximize their effectiveness.
And it doesn’t mean using the same words everywhere you’re marketing (that’s actually a terrible idea) but keeping your core message at the heart of all efforts. This is why having a marketing plan can make developing integrated marketing communications pretty simple – you know your value proposition as well as your different audiences, channels and main areas and projects you plan to tackle. Take that big picture and push that value proposition consistently but in a variety of ways, and boom! You’re an integrated marketing communications master!
While this is a pretty common sense approach once you dive in, let’s also look at some of the more specific benefits of integrating all of your messaging.
1. Maximize Budget: using that one big idea in a variety of ways can save money on creative, design and copywriting
2. Build Your Brand: consistency only reinforces who you are and solidifies that brand image across channels
3. Strengthen Relationships with Target Audiences: delivering a similar message to everyone but in ways tailored to their preferences balances the need to present a strong value proposition and prove you know what your potential customers need
4. Enhance Effectiveness of Your Campaigns: reiterating your message in a variety of ways bolsters those campaigns, with social posts supporting direct mail which in turn reinforces print advertising, and so on
So turn your brain onto the idea of integrated marketing communications, and reap the benefits!