All the varying parts are working together to create one unified result. It’s why the G2 Crowd research team works so hard to determine which software products integrate with one another.
We understand that the ability to use products or services in tandem could make or break your productivity and, in turn, success at meeting goals.
Integrated marketing communications
Integrated marketing communications (IMC) is the strategy that takes your marketing department from disparate functions to one interconnected approach. IMC takes your various marketing collateral and channels — from digital to social media, to PR, to direct mail — and merges them with one dependable message.
Imagine you’re trying to discover a brand’s message or better understand a company’s mission. If the sales team delivers a different message than the social media marketing specialist, you’re going to have a hard time understanding what that organization’s truth is. IMC seeks to eliminate these inconsistencies and ensure you’re sending the same signals regardless of team or priority.
Integrated marketing communications are beneficial to multiple audiences. First, it helps your consumer better trust your company and its values. Next, it’s beneficial for the stakeholders in your organization.
Owners or those on the board will be content to see your marketing team deliver a consistent message to the audiences that will make your company a success.
If you find your marketing team struggles to deliver a cohesive message, it likely stems from a lack of understanding of the importance of an integrated marketing approach. Simply give this guide a good look and consider making it a required read for any employees looking to help unify your company’s marketing strategies.
What is integrated marketing communications?
We mentioned it briefly above, but IMC is the act of unifying your company’s marketing message across channels. Per the Data and Marketing Association:
“Integrated marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.”
Not every campaign has to consist of IMC. This strategy combines old and new methods, and its relevance will depend on the content of the campaign and the desired effects.
What are the benefits of an integrated marketing campaign?
Before investing in any marketing strategy, you want to ensure it will be effective. Here are a few reasons to try out an integrated marketing campaign.
Effective and cost-effective — First of all, it works. You saw just some of the results listed above in relation to the campaign examples. Two million impressions on social media is not something brands come by every day. To see success like that, it’s necessary to strategize every step of the way. IMCs are thought out from top to bottom.
Integrated marketing is everywhere — These days, advertisements are so in tune with our individual interests, it is almost to the point of being creepy. Integrated marketing campaigns are effective because they are everywhere. You see the Snickers commercial not just on the TV between episodes of Friends, but during the Superbowl of all times. Then you see that commercial again, but with a different celebrity. Then you head to Walgreen’s to pick up your prescription, only to see Snickers changed its packaging to reflect the campaign.
It builds a relationship — Integrated marketing campaigns are all about the customer. You’re trying to build rapport with them, increase your own brand awareness, and improve your reputation. These campaigns get customers talking about you in casual conversation, similar to the way one might mention running into an old friend, or seeing a new movie that just came out.