Integrated Marketing Communications mix elements
Integrated marketing communication combines different media to improve the results of marketing campaigns. Using direct marketing to follow up an advertising campaign and linking the direct marketing piece to a dedicated website page is an example of integrated marketing communication. Each element of the campaign reinforces the others and moves prospects toward a purchasing decision.
An integrated campaign makes use of the full range of communication media to perform specific roles. Advertising raises awareness of a product and generates leads for followup. Press information reinforces advertising by expanding on the advertising messages. Direct mail or email provides a followup mechanism to the advertising campaign and offers more detailed information to prospects via brochures or links to a website. Telemarketing and sales support material, such as sales and product guides, help the sales force to follow up the strongest prospects. Newsletters and email campaigns help to maintain contact and build relationships with prospects until they are ready to buy.
Consistency of message is one of the most important elements of integrated marketing communication. The copy style and content should be consistent across all media. When prospects read an advertisement, visit a website, pick up a leaflet or take a call from a telemarketing specialist, they should perceive the same product descriptions and benefit statements in each communication.
Related Reading: Service Marketing Communication
Design consistency also is important. Using the same colors, photographs and other visual elements helps to reinforce the important campaign messages and links the various campaign elements together. As an added bonus, design consistency can help reduce campaign costs by specifying standard elements and reusing visual material across all media.
Reinforcement is a key element. Integrated marketing communication ensures that all the elements of a marketing campaign work together to achieve objectives and deliver results. A campaign to improve sales through a retail network, for example, would include retailer training guides, templates for local advertising and direct marketing, sales incentives for the retailer sales force, and advertising that drives business to the retail network.
In business-to-business marketing, the purchasing process can be lengthy and complex, involving many different decision-makers and influencers. Integrated marketing communication helps your sales team to provide the information that decision-makers need at each stage of the purchasing process. In a typical scenario, the buying team establishes its requirements, prepares a specification and short list of potential suppliers, evaluates proposals, and makes a final assessment of the most suitable suppliers. An integrated campaign aligns the communication program with the purchasing process at each stage to ensure success.
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Yeh, couldn't resist.
It's difficult to believe that a person who YELLS in written communications would build, no less keep, business customers for very long.
Marketing is key, and marketing that pays off costs dearly. $15K is not a drop in the bucket. Please do tell us what 2-3 successful businesses you've started and marketed in this day and age with $15K.