The importance of Integrated Marketing Communications

Integrated marketing communication is an important concept that all businesses should be aware of. Integrated marketing communications ensures all messages and communication are linked together, creating harmony rather than isolation. This is used by several organisations in order to create a competitive advantage, boost sales and profits, while saving money, time and stress. This was successfully done by GoPro, an American technology company that develops action cameras, mobile apps and video-editing softwares.

GoPro used the theme ‘Be a HERO’ to connect with their consumers in an effective and meaningful way. GoPro developed a successful campaign that engaged with their customers by sharing their content and using social media, brand related sponsorships, outdoor ads and the web. This allow GoPro to develop a strong brand message and lead to them developing one of the top ads of the year 2018.

GoPro ‘Be a HERO’ campaign

Despite integrated marketing communications requiring a fair amount of effort, business who take this approach are more likely to develop successful marketing campaigns.

Integrated Marketing Communications Tools

So what are the top three benefits of integrated marketing communications?

1.Improved efficiency – When messages are consistently being delivered to a businesses market, this allows businesses to be more productive and save money at the same time. When integrating a campaign, a business can use advertising to raise awareness of a product which ensures brand awareness is built. Continually, profits are increased through increased efficiency which allows businesses to gain a competitive advantage.

2. Positive customer relationships – Integrated marketing communications helps build customer relationships and bonds with consumers. Consistent messaging is less confusing for consumers and helps them move through the various stages of the buying process. Continually, trust is generated within consumers when messages are kept consistent and as a result has the potential to lead to increased sales. Through developing loyal customers, businesses are able to gain a competitive advantage over their competitors as it reduces the likelihood of consumers switching to similar goods or services.

3. Cost effectiveness – Integrated marketing communication allows businesses to save money as agency fees are reduced by using a single agency or several agencies that work together for all communications. Continually, creating digital assets costs time and money. Businesses will save money and time when integrating campaigns as this will eliminate any unnecessary duplications and help minimise transactional costs.

So what are your thoughts on integrated marketing communications? Do you believe all businesses should use this approach?