Learn About Integrated Marketing Communication

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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 proved to be a reliable mode of communication because the fusion guarantees that the communication harnesses the best of traditional and modern communication methods.

Effective communication is understood to be where messages are passed without any disruption and have the best clarity.

This new mode of communication guarantees this sort of communication as well as promoting relationships between companies and their target audience. The overall effect is a boost in the company’s profit margins. 

Identifying Integrated Marketing Communication

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; these include; age, education level, gender, income and geographic location. Once this is done, the developer of an integrated marketing strategy is set to address the needs of the customer through identifying with the demographics needs.


Further, an effective strategy envisages the objectives of the communications plan and sets targets for the drive. It is of overall importance for the developer of the strategy to remain within the budgeted investment. 

The Purpose of Integrated Marketing Communication 

Integrated marketing communication leads to development and maintenance of a good company-customer relationship.

The strategies employed promote the company’s brands to potential clients convincing them to try out the new brands. The overall effect is that the company enjoys an increased profit margin which is the sole reason for engaging in any entrepreneurial activity.  

The Different Types of Integrated Marketing Communication 

  • External: This is in the event where a company outsources the task of marketing to a marketing firm or a public relations firm. The firms are then tasked to design and develop the most effective strategies for the contracting firm.  
  • Internal: Internal marketing integration involves the top level management ensuring that the employees are happy and excited about developed new products. This ensures that the workers leak the details prematurely hence exciting prospective customers even before the product hits the target market. 
  • Horizontal: This contributes to a very crucial part in the development of a product or service. This demands a lot of efficiency between the team tasked to develop and the distribution team as well as the finance team. This open flow of information provides the requisite synergy required to make the strategy a success.  
  • Vertical: Under this, the strategy demands that the product developed to fit 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.  

    In conclusion, it is safe to employ integrated marketing communication since it has proven to be an ideal tool to reach out to potential customers. 

    Why Integrated Marketing Is Important

    We all know that integrated marketing is not new, but why is it important in today's world?  There are more marketing channels now than ever before, because of this market channels can be led and directed by different people, integrated marketing strategies help to pull the message together to ensure that the message is not disjointed and confusing.  Integrated marketing requires us to pay attention to every marketing message and every marketing piece that is distributed to ensure consistency, regardless of the channel.