Integrated communications simply mean that all messages and communications from the company are going to be linked together, which means combining all of the promotional efforts of a company so that they’ll be able to work in unison. One of the essential marketing elements is promotion where different types of promotions have different sets of tools and channels. However, instead of having each one of them work inside a silo, companies can generate better results if they make sure that they’re all working together.
Integrated marketing communications is simply the strategy that’s able to unify the various functions and strategies of the marketing department inside the company so that it’s able to function into an interconnected and single approach. There are many different elements that contribute to these types of initiatives, such as social media, social media marketing, digital marketing, public relations, email marketing, and more.
It takes a lot of time and effort for companies to be able to generate positive results from integrated communications and integrated marketing, however, by making the investment companies get to benefit from getting a competitive advantage, including increasing their sales and profits, while saving a lot of time and money. Through integrated communications and integrated marketing communications, specifically, companies are able to solidify their brands and image, nourish the relationship that they have with the target audience, and develop a stronger dialogue, while also connecting with each customer throughout the buying journey. This type of marketing effort helps consumers form a loyal relationship with the company, which means that businesses are practically guaranteed loyal customers from the beginning, and they don’t have to worry about the market competitors. At the end of the day, a unified and coherent message across every communication channel is going to be a lot more impactful on the target audience of a company compared to a large number of messages across every communication channel.
In today’s digital environment, companies that are able to provide their audiences with a condensed, clear, and consistent message have a higher chance of getting the attention of the target audience, compared to the dozens or even hundreds of commercial messages that people have to face on a daily basis on every platform. Additionally, another benefit that companies can get from integrated marketing communications to the fact that it’s cost-effective because companies get to avoid duplication in many areas, including photography and graphics, for instance, because the same visuals and assets can be used across a variety of promotional efforts and communication channels, such as sales, copy, advertising, exhibitions, and more. Companies also get to save a lot of time because they’ll be bringing each relevant department together in relevant meetings to create strategies, plan out campaigns, and more, all of which saves time and reduces the ￼workload.