Integrated Marketing Communications objectives
Move From Piecemeal Marketing To Integrated Marketing
Some of the largest and most successful companies of our time are marketing machines that actually produce very little except targeted and effective brand communications that sell products and services which are manufactured by outsourced third party entities. Apple, Walmart, Nike – you name the brand and there’s a huge probability that’s the template they operate under.
Successful brands all have one thing in common – exceptional marketing that speaks the same language to users across every single platform. The unification of different media is an important factor in a world where our attention is being constantly being yanked in twenty different directions, all at once. With integrated marketing, you make sure that your brand wastes no opportunity, time or place to reach out to a prospective customer.
Integrated Marketing Communications is a process that synchronizes the various modes of communication used by a brand to deliver a single, powerful message taking into account the needs of the end user and competitive market forces in order to achieve business goals.
The various tools that are used in the ‘Promotion’ stage from the 4Ps of Marketing, are used in a strategic way that brings together all their strengths and communicates a single unified message to the customer across all platforms. These tools include:
- Advertising (digital and traditional)
- Public Relations
- Direct Marketing
- Personal Selling
- On-ground Events
- In-store Communications (e-commerce and physical stores)
Consider it like conducting an orchestra – a variety of different instruments blend their tones together to produce a masterful symphony that blows you away.
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