Integrated marketing communication

Why Businesses Need to Focus on Integrated Marketing Communication

Posted on Posted in Blog Main

There has been an unprecedented change in marketing over the last few years. Now it is more important than ever for businesses to ensure that all the ways they are marketing products or services work in unison. IMC focuses on sending a coherent message to the audience, making it more effective as well as impactful. Integrated campaigns offer a massive competitive advantage in an era where businesses are constantly combating cut-throat competition.

Business Strategy and communication

Steps to create a successful Integrated Marketing Campaign

The market is saturated. How do you set yourself apart? How do you differentiate yourself from your competition?  Effective communication strategies now demand integration to meet the organization’s defined objectives. This is how you can achieve it-

Consumer behavior has drastically changed in the last decade. Marketing campaigns can be hugely successful when all the touchpoints deliver a unified message to the target audience. This requires a change in both the planning as well as implementation phases of the campaigns along with refinements in other maneuvers.

Effective communication strategies are the key to business success. Creating a successful IMC campaign requires you to have a thorough understanding of your audience and what drives them, this gives you a remarkable advantage in the decision-making process. You also need to possess ample knowledge of your marketplace to design and implement your campaigns. This gives you deep insights on buying behavior, segmentation variables and targeting & positioning.

Integrated marketing communication plan


You need to have clearly defined goals and targets. What do you want to achieve with your campaigns? Articulate it well in your marketing communication. The next step is taking the audience into account. How are they going to respond to it? For expected responses, try to keep the communication simple.

The Integration is not just confined to one campaign. Strategic plans are created, implemented, evaluated and improved accordingly. First and foremost, you need to know if your business is ready for a change and if yes, to what extent. With clearly defined objectives, you move on to formulate a methodical plan for your marketing strategies that aligns with the organizational goals as well. Seamless execution gives the opportunity for a humongous impact on the target audience. No single component can alone deliver what companies need to advance further.

It’s pretty evident that marketing communication has to be customer-centric now. Consistency of a marketing message is the primary focus of an IMC campaign. Here consistency implies sending the same message in the same tone and voice every time. Establishing integration in marketing campaigns requires various departments to come together and work on delivering a clear and coherent message. It’s not just about the words but also how you present them.

IMC plays a crucial role in brand positioning. Gone are the days when just making a good product was enough. For your audience to know about it and be persuaded by it requires smart marketing. People these days are inundated with messages and emails. IMC makes sure that the messages your business is trying to get across are not overlooked or ignored. Focus on crafting realistic content for your customers, something that is not hard to agree or believe for them. IMC is increasingly used these days to encourage participation from the target audience and foster quality engagement.

One thing we should know about IMC is that it is not just restricted to online activities.  It is integration of all the channels, online and offline, to deliver a clear and effective message. The effect of all the communication components working in synergy is much greater than they do when working individually.  It is imperative to speak to be heard for marketing success.

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