Effective Integrated Marketing Communications strategy
Integrated marketing communication is an approach to promote products and services (brand promotion) where various modes of marketing are integrated so that similar message goes to the customers. According to integrated marketing communication, all aspects of marketing communication work together to promote brands more effectively among end-users and also for better results. Brands are promoted through advertising, sales promotions, banners, hoardings, public relations, social networking sites and so on simultaneously to increase brand awareness among potential end-users.
One of the most effective ways to promote brands is through effective communication. Organizations need to communicate well with not only the potential customers but also existing customers. Communicating effectively not only strengthens relationship with your clients but also gives organizations an edge over competitors. Remember, effective communication enables message and relevant information to reach the recipients in the desired manner. Why would a customer invest in your brand if he/she is not aware of the products features and benefits? The unique selling points of brands need to be communicated well to the end-users by effectively integrating various brand promotion tools.
Following are the various ways which enable organizations to communicate effectively with customers.
- Online Promotions
- Direct Marketing
- Hoardings, Banners
- PR Activities
- Internet, Emails and so on.
Marketers need to promote two way communication with customers. The feedback of customers is essential and should be monitored regularly, if you really wish to survive in the long run. Your customers must be able to reach you conveniently for them to develop a sense of attachment and loyalty towards your brand.
Various modes of brand communication need to be managed effectively so that similar message reaches customers. For Example if your advertisement says your products are eco friendly, the bill boards, and banners must also share the same message. The integration needs to be done smartly and effectively.
- The first step towards managing integrated marketing communication is to identify the target audience. You need to understand who all are the customers who would actually benefit from your products. Understand their needs and expectations.
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