Learn About Integrated Marketing Communications

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Integrated marketing communications is a marketing strategy that has emerged in the recent past. The new strategy seeks to fuse modern and traditional marketing strategies with the intention of creating an efficient, reliable tool to convey a company’s brands to the relevant stakeholders.

Since its inception, integrated marketing strategies have proven to be a reliable mode of communication because fusing the old with the new guarantees that the communication delivered incorporates the best of both worlds. Effective communication is understood to be where messages are passed without any disruption and have the best clarity.

Integrated marketing communications meet this goal while promoting relationships between companies and their target audience. The overall effect is a boost in the company’s profit margins. 

Identifying Integrated Marketing Communications

In developing an integrated marketing communications plan, it is important to thoroughly analyze and determine the target audience. In this case, the target audience is the prospective customer. While taking this into consideration it is also important to determine the characteristics of the customer, which include (but are not limited to) age, education level, gender, income, and geographic location. Once the audience is identified, the developer of an integrated marketing strategy goes about addressing the needs of the customer by identifying the needs of the targeted demographics.

The Purpose of Integrated Marketing Communications 

Successful integrated marketing communications lead to development and maintenance of a good company-customer relationship. The strategies used promote the company’s brands to potential clients convincing those people that it is in their best interest to try the new brand or service. The overall effect is that the company enjoys an increased profit margin which is the sole reason for engaging in any entrepreneurial activity.  

Different Types of Integrated Marketing Communications 

  • External: This is when a company outsources the task of marketing to a marketing firm or a public relations firm, instead of handling it in-house. The outside agencies are then tasked with designing and developing the most effective strategies for the firm that contracted them.  
  • Internal: Internal marketing integration involves the action of top-level management ensuring that employees are happy, and excited about, the new products being developed. This ensures that the workers leak the details prematurely, hence gaining the excitement of prospective customers even before the product hits the market. 
  • Horizontal: This is a very crucial part in the development of a product or service. This demands a great deal of efficiency between the team tasked with developing the product, those responsible for distributing the product, and the finance team. This open flow of information and communication provides the requisite synergy required to make the strategy a success.  
  • Vertical: This strategy demands that the product being developed fits in with the corporate policy as well as the structure of the company. This means that the product has to be within the breadth of the company’s mission and goals.  

    Why Integrated Marketing Is Important

    While integrated marketing is not new, it is still important in today's world.  There are more marketing channels now than ever before, and, because of this, market channels can be led and directed by different people.

    In a nutshell, integrated marketing strategies help to pull all of the brand's message points together into one cohesive whole to ensure that the message is not disjointed and confusing. Especially today, when we are bombarded right and left with news and information of every ilk, integrated marketing relays one clear message, regardless of the channel.