If this is done improperly, it’s the same as having poor communication in the first place. Integrated marketing rejects the silo mentality and breaks down barriers between departments to embrace holistic marketing. This results in an extremely clear brand message that will resonate strongly with your target audience, allowing you to control brand perceptions and increase customer loyalty. Why is integrated marketing communications so important? How can TV be best used in an integrated marketing communications program? The most detail can be made available on a website, and segmentsor chaptersof the story can be shared through TV and radio commercials. Retrieved from, https://always.com/en-us/about-us/our-epic-battle-like-a-girl. Some schools have introduced a Masters of Arts in Integrated Marketing Communications program, which teaches graduates how to combine their creative and analytical mind to conduct research, create strategies, and translate their findings into tangible returns for the agency or company they work for. Expensive video production output can be used in multiple media like television, YouTube and Facebook. Masters programs are also becoming more holistic. Top Career Paths With a Master's Degree in Integrated Marketing Communications, Top Communication Traits of Great Leaders, How Technological Developments Have Affected Integrated Marketing Communications Programs, Always (Updated 2019). Using more channels to communicate increases the number of people a company is able to reach. For example, their customer service center – the Genius Bar – is set up to be simple, easy, and effective, just like an iPad. You understand that these calls may be generated using an automated technology, including by way of example, auto-dialer and click-to dial technologies. St. Bonaventure University | It didn’t take much to keep these aligned. Privacy Policy. If a brand launched an advertising campaign strictly on subway car posters, they would be missing the audience that drives to work by overlooking radio advertising and billboard ad. *Revenue tends to increase with this approach with integrated customer journeys. Wikipedia Receive valuable, in-depth and strategic advice. If every piece is in harmony, the overall result is much more powerful and the audience will be able to hear what your brand is trying to say. Without this communication, the audience receives a disjointed brand experience and it becomes less likely that the intended message will translate. By repeating the headlines, key phrases and images in each communication, you ensure that prospects and customers receive consistent messages each time they see one of the elements of the campaign. But even when you have someone concentrating specifically on your social media, they need to not only be aware of the messaging they are trying to convey, but the manner in which they are conveying that message. Click here to learn more about SBU's online Integrated Marketing Communications MA program now! Like many good marketing strategies, this initially seems like a “duh” principle. })(); In the case of a restaurant, he’d visit the restaurant and bring a notepad and paper taking note of everything from the condition of the parking lot to the personalities of the waiters. Integrated marketing communications is a term that’s used to refer to strategies that focus on keeping communications consistent in terms of language, messaging, imagery, and feel. In bigger companies, each marketing channel will have a different manager, which is all the more reason to make sure that high level IMC strategies are in place. *Brand gets recognized better in the market as customers get the same message across every time. He holds a Bachelor of Arts in history and economics from Bristol University. fbds.async = true; The saying, “the whole is greater than the sum of its parts,” rings true in terms of integrated marketing. With increasing amount of marketing research, the preferences of customers are very well known to managers. A master’s in integrated marketing communications teaches students how to determine the right channels that will target the right audience with the right messaging. Retrieved from https://www.entrepreneur.com/article/325959, St. Bonaventure University (2016). Putting out lots of great standalone materials will not be as effective as maintaining a consistent brand identity throughout your entire marketing and promotional campaign. See how Portent can help you own your piece of the web. This obviously includes their entire digital efforts, but also included things that they might not expect. Calls may be recorded for quality assurance and training purposes. Apple stands for innovation, simplicity and style. Required fields are marked *, (206) 575-3740920 5th Ave., Suite 1400Seattle, WA 98104-1189. Components of IMC include: the foundation, the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools. Why this approach matters. Sometimes, it doesn’t always go well (See Exhibit A and Exhibit  B below). An integrated approach to marketing communications ensures that all channels are aligned and following the same strategy, overarching business objectives and company values. …. B2B companies such as Intermedia, Datavail, and Rockwell Automation are also using IMC to achieve business and marketing goals.