A business’s success goes hand in hand with that business’s marketing strategy. How a business efficiently launches marketing campaigns affects the sales of its products or services. Thus, marketing plays a huge role in generating more revenue.
The most effective marketing strategy is integrated marketing communication (IMC). IMC incorporates multi-channel attribution – reaching customers through multiple channels – and omnichannel marketing – delivering a particular, consistent message through all channels. This means the sales, advertising, marketing, and communications teams all work together to promote a cohesive message about the business to its consumers and potential leads through all communication channels. Such as email, social media, blogs, SMS and calls, etc.
Delivering a coherent message about your brand to the public is crucial. It’s also critical to stay consistent with a precise motto and message about your business. Ensuring all of this can hugely impact a business’s profitability. Don’t believe us? Here are five benefits that a business enjoys with integrated marketing communication.
- Improves Efficiency and Result:
Adopting the integrated marketing communication approach will bridge the gap between different teams in your business. With this approach, all teams work together since IMC streamlines the entire process. This results in increased efficiency and improved results. When all the teams communicate and work harmoniously, they deliver a harmonious message about the business.
You can hire a marketing communication expert to create a solid integrated marketing communications plan, particularly for your business. A strong IMC plan means press releases backed by articles, blog posts, sales teams, external marketing agencies, etc. Thus, everyone delivers the same message with the same tone, wording, and style. This consistency and cohesiveness drastically increase customers’ confidence as the teams perform well and customer service improves.
An integrated approach means all the teams coming together to work as one big, strong marketing team. Before launching a product or a service, every team needs to be on the same page about the message they are going to deliver to the public.
- Eliminates Confusion:
In traditional marketing approaches, it’s mostly seen that press releases, direct marketing, advertising, and sales promotions are all over the place, as teams don’t communicate. And in some cases, such all-over-the-place efforts often end up delivering different messages. From consumers’ point of view, this disorganization is confusing and off-putting. When you put out a clear and simple message, it is easier for consumers to understand it.
If you want consumers to buy your products and services, you must ensure there is no element of confusion present. Without an integrated marketing communication strategy, advertisements, emails, offers, etc. might be promoting different goals and messages. No consumer has enough time to sort things out themselves. They will, instead, simply move on to another brand where the goals and message of the company will be clear.
Don’t make your customers miss the point by throwing mixed messages at them through different channels. Instead, when all teams pull a campaign together and cohesively deliver a simple and clear message, customers are able to better understand your company, what you have to offer, and what they need to do.
- Sends a Solid Message to a Diverse Customer Base:
There are different customer bases; this means that not every person uses the same medium for finding a product or buying a product or service. When you employ an integrated marketing communication process, you develop a single solid message for your business that you should promote everywhere, on every possible medium.
Not everyone watches TV; thus, some people might not watch your TV commercial; someone might hear your ad on the radio. A person might have looked at a billboard ad for your product or service, and others might find you on social media, or even someone might recommend your company or brand to others. The point to consider is that on all these mediums or channels, your business’s message, objective, or target must be consistent, simple, and clear. So no matter where a person hears about you or looks at a campaign or ad, your business must convey an easily understandable message.
- Reduces Costs and Saves Time:
A successful business owner maximizes his profit with minimum costs. You can achieve both targets by incorporating an integrated marketing communication strategy. As mentioned earlier, IMC improves efficiency and spreads your message across several channels. This increases your profitability, and employing IMC also reduces costs to a significant extent. Not only that, it saves time too.
First, with integrated marketing communication, you can cut costs by purchasing or creating images and copies of other media. You can, without a problem, put up the same content across all platforms. This will reduce copywriting, designing, and photography costs. Second, of course, as a result, you can save your management’s time as they do not have to do repetitive tasks anymore and can focus on creating more high-quality content that attracts more users and drives up total sales. No one has to waste time on repetitive tasks and need to communicate again and again for the information.
Moreover, a clear, united message delivered to the customers yields a higher return on investment than one-and-done advertisements and uncoordinated commercials. When the teams have more time on hand, they create better original content with more attention and a carefully curated message that resonates with customers, driving up sales and maximizing the investment return.
- Increases Coordination and Employees’ Morale:
As mentioned before, when an integrated marketing communication strategy is in effect, teams must come together, openly communicate, and work as one great big team. Thus, the IMC practice allows the workers to enhance their communication skills, understand each other better, and help solve problems together. This increases the workers’ efficiency and morale.
Coordination becomes a necessity in integrated marketing communication. When the teams work together, they define their collective goals precisely and head toward achieving these goals together, with a bigger focus on quality. Since IMC is all about generating a consistent message, the teams need to be consistent in communication and efforts. When team members contact each other and have consistent open communication channels, they can take on any campaign challenge and achieve great results.
As you might have figured out by now, with integrated marketing communication, you can drastically improve your business and avail many benefits, some of which you are now surely interested in. So, keep what we have mentioned in mind, and utilize this business strategy to your full advantage.