3 Key Benefits of Integrated Marketing Communications
Using integrated marketing communications (IMC) as the promotion strategy for your business is more important than ever. In a world where consumers are exposed and connected to your brand through multiple channels and platforms, you’re posed with both an opportunity and a challenge.
Ensuring your brand messaging is streamlined across channels is not an easy task, but I’d argue the payout is absolutely worth it. Here are three key benefits to using IMC.
Clear and consistent messaging
More common in larger companies, there are multiple teams and agencies handling each of the marketing and communications functions - advertising, public relations, sponsorships, direct marketing, etc. Each team develops its own processes, strategies and even creative style. While it’s important to let them be experts in each of their fields, it is absolutely vital that your consumers experience clear and consistent messaging across touchpoints with your brand. By using IMC, each interaction is part of a specific purpose that helps to build your brand image.
Increased brand visibility
Surely, by increasing the number of channels you utilize in marketing efforts, you can expand the number of consumers who are exposed to your brand. To take it one step further… you have the ability to make meaningful connections with consumers by incorporating the types of channels and their respective styles and audiences in your strategy.
According to Walker Sands agency, “These integrated marketing solutions can highlight key messages and owned assets, making it easier for you to build rapport with consumers.”
Improved efficiencies
The least spoken about (but my favorite) benefit: efficiency. Looking at larger companies, like in my example earlier, all these different teams are not only executing their own strategies, but they’re also building the assets to accomplish them. We know that building creative assets and content is time-consuming; and if you’ve hired an agency, you know it’s also costly. By streamlining efforts via IMC, you can maximize content and assets by repurposing them across channels.
“When you sync all the parties within your company, you’ll create an impactful campaign,” as stated in an article by Joshua Lyons Marketing. “What’s more, you’ll communicate the same message both internally and externally, which will enhance the chances of making good returns on your investment.”