Integrated Marketing communication strategy Meaning / Marketing communications

Integrated Marketing communication strategy Meaning

The idea of integrated marketing communications developed in the late 1980s, but as marketing strategies gained sophistication, the concept gradually evolved. In 1989, the American Association of Advertising Agencies defined integrated marketing communication as “an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.”

The Journal of Integrated Marketing Communication has a similar definition, which focuses on different aspects. They refer to it as “a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer.”

“Customer-centered” is one of the major catch-phrases of the millennium. In fact it is one of the 10, primary components of any integrated marketing communications strategy.

1. Client Centered

Many business owners measure success by their ability to attract new clients, but the ability to maintain the loyalty of existing clients is even more important. Client-centered business owners understand that “communications” is the essential keyword in integrated marketing. As such, companies that use integrated marketing communications plan interactive strategies across all of their marketing platforms.

2. Product Design

Since client-centered companies are always listening to consumers, they usually develop products that people actually want to buy, with features that clients say they need. Once they determine the requirements of their potential clients, they create the appropriate product.

3. Promotion

The second part of listening tells you where your prospective customers “hang out.” Some will spend most of their time online, while others fall into the television addict category. Another subset of people takes public transportation, and is constantly exposed to billboard advertisement. An integrated marketing communications strategy would focus the advertisements in the places where customers are most likely to seem them. The other marketing channels would reinforce the major marketing platform.


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