Global integrated marketing communications
There appear to be very few people who have real experience of all the marketing communications disciplines. Imagine what can happen when sales reps are not told about a new promotional offer!
Remember to look at both demographical features like income, age, gender, geographical location, and educational level, and psychographic features like attitude, interest, and behaviour. Your branding and brand message Your branding needs to be the same across all channels, from your social media voice, to your website backstory, and your offline brochures. Take functional silos. Fabrik created the name for its new e-navigation and compliance platform The RCoP. No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy. A sophisticated logo mark and visual identity to represent a bold new venture bringing overseas retailers to the UK high street. Horizontal Integration occurs across the marketing mix and across business functions — for example, production, finance, distribution and communications should work together and be conscious that their decisions and actions send messages to customers. Continuity: Communications are consistent and connected through all spaces. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons.
Integrated marketing communications are efficient One particularly obvious benefit of creating an integrated marketing communications plan, is that it helps you to streamline your process. For example, image advertising, designed to nurture the brand over the longer term, may conflict with shorter term advertising or sales promotions designed to boost quarterly sales.
This is enhanced when integration goes beyond just the basic communications tools. Simple communications models show a sender sending a message to a receiver who receives and understands it. Ask how each communication tool helps to do this. In reality, marketers have to select communications tools that are most suitable for the stage which the target audience has reached.
The sales force rarely meet the advertising or sales promotion people and so on. Fabrik created a campaign to stimulate interest in psychiatry as a profession, delivered through an emotive, short film ChartCo OneOcean.
How messages are selected and processed within the minds of the target market is a vast and complex question. The ability to keep a customer for life is a powerful competitive advantage.
In other words, they get everything they need, but their strategies are disjointed.
Integrated marketing communications strategy
Here is how they help to strengthen Integrated Communications. But this kind of planning is not common. There are other much more complex models that attempt to map the inner workings of the mind. However, when it comes down to a basic definition, most experts agree that integrated marketing communications is just about making sure that all the information your brand puts out into the world is consistent with your brand identity. A brand is more than just a name and a logo. If successful, the audience will spot the message and then decode or interpret it correctly. Fabrik has created an engaging student campaign for City University that extends beyond the traditional welcome pack In addition to the usual resistance to change and the special problems of communicating with a wide variety of target audiences, there are many other obstacles which restrict IMC. For instance, if your goal is to get more customer engagement, you might focus on delivering more people to your customer service pages. Their sum is greater than their parts — providing they speak consistently with one voice all the time, every time. To do this you must have carefully planned internal communications, that is, good internal marketing.
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