Have you ever noticed a brand that is not consistent across all of their media channels? Maybe you have seen Brands that advertise products, but in reality the products do not have the characteristics that they are portrayed to have. Or, maybe you have seen companies that advertise excellent customer service but they never responded to your inquiry. Inconsistent messaging causes consumers to be wary, confused, and unclear. Unfortunately, many companies struggle to keep their messaging streamlined and consistent across all of their channels. When developing your Brand, it is important to establish a reputation of being clear, concise, and honest about all services and products. Consumers align with brands that they trust.
Integrated Marketing Communications (IMC) is a trendy term that is commonly used in the marketing industry. Although many people are familiar with this phrase, most people do not fully understand what it means. In this article, we will talk in detail about what integrated marketing is and why it is more effective than other forms of marketing.
What is Integrated Marketing?
Integrated Marketing Communications (IMC) is a phrase that was established in 1989. For years, Brands were struggling to channel their energy into developing a compelling message. As access to the internet grew, companies were unable to focus their time and resources across the various methods of communication. It was time for companies to reign in their Brand messaging and understand that all of their marketing efforts could be used to reinforce one another. In short, IMC is a simple concept that ensures all forms of communication are working together harmoniously.
As you dig into the nuances of IMC, you will realize that a Brand is far bigger than an aesthetic. A comprehensive marketing plan considers the tone, language, design, and strategy behind everything that is publicized by a company. The components of an integrated marketing strategy include:
- Printed Marketing Materials
- Landing Pages
- Online Advertisements
- Email Copy
- Social Media Presence
- Web Design
As you can see, an integrated marketing strategy incorporates every aspect of a Brand. You may still be wondering, “Is an integrated marketing strategy crucial to the success of my company?”
Why Integrated Marketing is Crucial For Brands
When Brands began implementing integrated marketing communications, it changed the way that companies conduct business. Developing a unified message is crucial for brand success. In the next portion of this article, we will talk about the reasons why integrated marketing is necessary for Brands across all industries.
Allows You To Effectively Reach Your Target Audience
When a company utilizes different channels of communication, their reach is increased. By integrating your marketing plan, you can determine how each method of communication fits into your overall strategy. A comprehensive plan allows you to increase touchpoints with prospective customers. All of your messaging should be centered around a single message. All communication should be targeted towards your “ideal customer persona.” Consumers will be loyal to your Brand when they recognize there is purpose and consistency behind all messaging. When you use IMC, consumers will continually have positive experiences with your Brand.
Establishes Trust With Consumers
Unfortunately, poor marketing can inhibit your relationship with your customers. Integrated marketing eliminates the discrepancies between your various marketing methods. When customers are uncertain about the products and services, they are less likely to trust the company at large. Customers trust Brands that have a unified marketing strategy. IMC lays a foundation of consistency and reliability between you and your customers.
When you are focusing on a single message, you can repurpose products and content. Unified messaging eliminates duplication between photographs, content, and branding. When you have an integrated strategy, you can streamline the time and money that is spent working on special projects. Instead of working with multiple third-party vendors that specialize in different marketing channels, you can use a single firm that can streamline the consistency in all of your messaging.
When you utilize IMC, you streamline communication, marketing, and public relations strategies. Your messaging is a constant variable and the media channel is the dependent variable. This form of marketing allows you to see results and identify strengths and weaknesses more effectively.
Integrated Marketing Communications (IMC) is effective because it allows all factors in the marketing plan to work together to deliver a single message. This unification creates reliability, consistently, trustworthiness, and effectiveness.
There are many companies that see a wave of business when they implement an IMC plan. Whether it’s a rise in sales from repeat customers or an influx of business from new customers, it is likely that companies that streamline their marketing plans will see a drastic increase in business. Companies like Comprehensive Wealth, Evergreen Hospital, and JeffreyM are great examples of why an IMC strategy is crucial for success. In the rest of this article, we will discuss how IMC changed the game for Comprehensive Wealth.
Comprehensive Wealth is one of the most exceptional wealth management firms in the Pacific Northwest. They aim to guide their clients through holistic and intentional investment planning.
The Challenge: Comprehensive Wealth was struggling to unify their messaging. Although they offered exceptional service and high-quality performance to all clients, their Branding did not reflect that. Struggling to shed an outdated Brand, Comprehensive Wealth was not growing as fast as they expected to.
The Solution: Comprehensive Wealth determined that it was time for a complete Brand overhaul. The team at RocketDog conducted research and developed a strategy. By building out an IMC plan, the Branding of Comprehensive Wealth was revitalized through an entire new set of collateral, including:
- Marketing Material
- Business Papers
- New Website
- Improved Email Templates
Because they integrated their marketing and streamlined their messaging, Comprehensive Wealth has been able to attract new and larger clients. One of their clients even stated, “You now look like the firm that you say you are.”
Summary: It is important that your Brand is consistent across all channels. When you struggle to streamline your messaging, customers are less likely to trust that you will deliver on your promises. Comprehensive Wealth offered exceptional services but their growth was inhibited by their Branding. By investing in their Brand and relying on the team at RocketDog, Comprehensive Wealth has experienced growth and success.
IMC is a simple concept that ensures all forms of communication are working together harmoniously. Integrated marketing allows Brands to have a unified voice across all consumer touchpoints. IMC builds consumer loyalty, Brand recognition, extended reach, and trust. RocketDog specializes in consolidating marketing strategies and helping brands communicate effectively across all platforms.