What Is Integrated Marketing Communication?

Integrated Marketing Communication is a purposeful approach to marketing that aims to unify communication channels in order to produce a consistent message and maximize that message’s potential reach. Integrated marketing typically finds both support and success because of its ability to increase profits while decreasing wasteful spending.

Integrated marketing focuses on both offline communication (traditional marketing: print, pr, billboard, radio, etc.) and online communication (internet marketing: SEO, PPC, RSS, email, blogging, etc.).

How To Prepare an Integrated Marketing Communication Campaign

As with any marketing campaign an integrated marketing campaign should begin with excellent research. Thankfully the internet marketing revolution has provided us with a variety of means of collecting data about our customers. We will break down a few key steps, but essentially an integrated marketing communication campaign should begin from the outside… the customer.

1. Define your customer and know their shopping behaviors. Use internet research to determine how your customer shops and what they are looking for. When dealing with your online communication channels apply the same research methods you would in optimizing your content for search engines. If you know what your customers want when they search online, then you also have a good idea of how to connect with them offline as well.
2. Map out ALL your communication channels. This should be an exhaustive account of all your communication points online and offline. Nothing should be overlooked including your employees. Don’t forget that those who answer the phones are also front line communication points!
3. Once you’ve determined your important message / brand statement / value proposition determine how this message connects to each of your communication channels and audience groups. Don’t change the message but adjust the delivery to keep the message relevant to the audience.
4. Determine whether your current marketing mix and advertising methods are integrated into this campaign.

Identity Building Blog Takeaway on Integrated Marketing Communication

Avoid developing an internet marketing strategy that is separate from your traditional marketing strategy. More importantly, avoid developing any marketing strategy that doesn’t revolve around a consistent message. Make sure your organization’s voice is clear and consistent.

Also be prepared to analyze your communication channels and map out the exact steps you need to implement to integrate your message and maximize your results. Common sense would tell us that having one loud consistent voice will reach further than dozens of varying, small voices. Try for yourself and see the results.

Learn more about Integrated Marketing Communication

If you would like to learn more about Integrated Marketing Communication, Identity Building Blog recommends IMC, The Next Generation: Five Steps for Delivering Value and Measuring Financial Returns by Don & Heidi Schultz.