“a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
Have you ever sat down at your computer and saw an advertisement from your favorite brand then shortly after turned on the television to see that same brand with the same message but now formatted to your TV? Well, if your answer was yes then you have been exposed to an integrated marketing message.
Having an Integrated Marketing message is what gives small businesses a big impact on consumers and also helps to provide an increase in ROI from marketing and advertising efforts. An integrated message is vital in today’s fast moving world where consumers are advertised to almost everywhere they go. It now takes even more to crack into their minds and actually have them acknowledge your brand and the message you are trying to communicate with all of the advertising clutter around them.
Including the digital landscape in your integrated marketing campaign is a must today. With digital now becoming a way of life and millennials at the forefront of consumers, having a strong digital presence and reaching these consumers is a necessity. To be where your customer is and communicating with them in their realm, helps to pass the message along more successfully and will help you earn a position on the brand ladder in their minds. It is important to understand that in this digital age, most consumers choose digital in one form or another.
Within the digital space itself, integration should also occur between digital mediums. For example, your Facebook Page should not only look and feel like your twitter page, but they should also have similar ways and times that they are being posted on. That way your page is easily recognizable at a glance, but also the voice being used online feels consistent between all of the channels. This will help reinforce your brand and your message in the viewers mind.
If your brand can integrate digital into your efforts and integrate a single, concise message within all of your efforts, you will set yourself up for success. This is the direction advertising is headed to battle the clutter and the brands that don’t keep up will fall behind in the long run. The digital age is here and by the looks of it, it is here to stay!
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