Marketing Communications

Description

integrated marketing communications as the “planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” This means that whether your target audience sees your messages in a magazine ad, public relations announcement, direct mail flyer, social media post, or sales promo commercial, the story your marketing is trying to tell is cohesive.

Why is integrated marketing communications so important?

There are several benefits of integrated marketing communications, mostly having to do with how customers perceive and understand your company or brand’s message.

• Consistency: Consistent messaging is less confusing to customers. That’s why lots of brands pick a tagline, like “Have it Your Way”, and use it in their print ads, their commercials, hashtag campaigns on social media, and more.
• Clarity: A clear, reinforced message is much more effective than several different messages. Every marketing campaign or every marketing cycle, brands need to decide what most of their advertising is going to focus on so that their customers can clearly understand what they are trying to communicate.
• Placement: Not all customers are going to see all your advertising. The same customer who sees a billboard may never see your commercial and those who hear your radio ad might never see a digital ad. Chick-Fil-A is one brand that does a great job of making sure that no matter what medium their ads are found in, their message is always the same (“Eat More Chicken”), so one ever misses out.