Integrated marketing communications is a marketing strategy
that standardizes marketing messages and branding imagery across all forms of
communications with customers, from television ads to direct mail campaigns.
When the same message is delivered
through all marketing channels, the company's brand becomes more recognizable
and consistent. This increases the brand's competitive advantage because
consumers rely on familiar companies and brands when they need to make a
purchase.
Integrated marketing communications
has become even more relevant with the advent of digital advertising avenues.
Companies who use IMC focus on crafting a consistent message across all
channels, which reduces the average marketing costs. Since a different campaign
does not need to be developed for each channel, the messages and imagery are
reused over and over.
Additionally, this type of marketing
strategy reaches a greater audience because of its diversity. Consumers who
only consume advertising through digital media, for example, are exposed to the
same messages as consumers whose only brand exposure comes from print,
television or radio advertising.
In some cases, integrated marketing
communications also involves the crafting of advertising strategies that appeal
to a specific customer based on demographics and other data.
