Written by Nikki Richard – Creator of nikkirichard.com and Marketing Consultant
Integrated marketing communications strategy. At first, it sounds like a mouthful, but did you know that it’s one of the most important tools your business can have to grow and have its voice heard?
First, what is integrated marketing communications and why does it matter?
In the simplest terms, integrated marketing communications is how your business communicates its message across all marketing channels.
Many businesses neglect integrated marketing communications altogether; and the result is often an inconsistent, unorganized message that doesn’t create any kind of experience for the consumer. This, of course, is a cardinal error – particularly in the 21st century, when dozens of new media ideas and channels are being produced every year.
Let’s look at 5 reasons why you need an integrated marketing communications strategy.
1. To Deliver a Consistent Message
If your integrated marketing communications strategy achieves nothing more than delivering one message across all channels with consistency, it will still have been successful.
Why? Because as soon as your business’s message becomes blurred, unfocused, or inconsistent, you begin to lose your audience. The importance of delivering one message consistently cannot be overstated!
2. To Build Your Brand’s Image
Not only will your message always be the same, but the elements of your brand will also line up more seamlessly. When your style guides, logos, headers, content, and voice are all working in tandem, you’re able to maximize your impact and carve out your own lane within your niche or industry.
3. To Generate Cost Savings
A well-oiled strategy will save your business money in a number of areas. Naturally, having a single message helps you conserve resources and reduce waste.
You shouldn’t be creating or modifying your message each time you communicate with your customers. Reduce time spent creating, and instead, maximize your marketing budget by circulating.
4. To Create a Consumer Experience
In a digital world, people aren’t just looking for their next new favorite product or service. Customers want an immersive experience that is delivered on their own terms. In other words, your customers might not want direct mail or TV ad campaigns.
With an integrated marketing communications strategy, consumers help determine how your business’s message is delivered – producing better results for your company.
5. To Focus on Results
Not only does integrated marketing communications reinforce the same message in the minds of your consumers, but it also keeps the message and goal crystal clear within your own organization!
When all parties are working in sync, that is when you’re able to create truly impactful campaigns; and the better you’re able to communicate the same message both externally and internally, the greater your return on investment will be.
Does your startup or small business have a message it needs to communicate effectively? Start developing and implementing an integrated marketing communications strategy, and watch as your brand’s impact grows!
