Imagine that you are going to watch an orchestra. Each musician and instrument has its role, but they all need to be in sync for the result to be a pleasant symphony. In the world of business communication, this analogy has everything to do with integrated marketing communications (IMC)!
It emerges as an approach for companies seeking to establish a unified brand presence, a consistent narrative and strong connections, even amid the diverse landscape of communication channels.
Want to find out why you should put it into practice? Follow me to learn 13 reasons to adopt CIM!
What is Integrated Marketing Communication (IMC)?
Integrated Marketing Communication is a strategy focused on the consistency and relevance of contact between a brand, its customers and potential customers.
For this to happen, it is necessary to unify the message and channels, creating a positive and meaningful experience for those who receive it.
What are the main elements of integrated marketing communications?
The next aspect to learn about integrated marketing communications (IMC) is the set of elements that underpin it. See:
The 4Cs of CIM in practice
To begin with, it is necessary to focus on the 4Cs of CIM, which function as pillars of this approach:
- Consistency: this is an essential characteristic to ensure that all brand communication is maintained across all channels — whether visual or verbal. This is the case for a brand to adopt the same tone of communication on social media and offline media, for example;
- Coherence: this is related to the logical connection that exists between the company’s messages, channels and communication methods. If the company positions itself one way in a campaign, for example, it will need to maintain the same positioning in other communications to remain coherent;
- Continuity: this aspect involves maintaining a presence in the market and contact with the general public. Instead of establishing sporadic communications, the focus shifts to establishing regular contact with customers and potential customers;
- Complementarity: The fourth pillar refers to the use of different tools and modes of communication, ensuring that they act in a complementary way. It is the equivalent of an orchestra having instruments that complement each other to form the symphony!
Advertising
Integrated Marketing Communications also uses advertising to achieve objectives. With it, key messages can be promoted in a paid manner.
This helps you reach wider audiences in a controlled manner!
Public relations
Public relations strategies aim to build and maintain the brand’s reputation .
They also relate to the dissemination of relevant messages that help shape the perception of the brand according to the interests of the business.
Digital marketing
Digital Marketing supports CIM by ensuring online presence, being especially relevant to generate engagement.
To engage the public digitally and even perform data analysis, several resources are used, from Content Marketing to interaction on social media!
Promotions and events
Integrating promotional initiatives into CIM is about creating tangible experiences that reinforce the brand message.
These proposals can also encourage public action, favoring conversion!
Why use the integrated marketing communications plan?
You’ve already understood that adopting the elements of the integrated marketing communications plan offers several advantages! Now, learn more about some of them:
1. Alignment with organizational objectives
With CIM, it is possible to align communication strategies with organizational objectives .
This way, Marketing messages and actions are truly in tune with business goals, contributing to business success!
2. Broad audience coverage
As there is integration of several available communication channels, CIM allows for expanded audience coverage. In practice, the brand’s message can reach different segments of the public, which tends to increase impact and visibility.
At the same time, you need to adapt your message to suit each platform and adopt an omnichannel strategy. This way, your audience will have the chance to engage in a unique way on each channel!
3. Increased brand credibility
Working on a cohesive and consistent message is essential to building credibility .
This is because consumers are more likely to trust brands that communicate a unique story and deliver on their promise across every touchpoint.
4. Message consistency
In fact, the previous benefit has to do with the ability to build a cohesive image and avoid confusion in communication.
After all, maintaining unification in the way you communicate reduces the risk of noise and damage to the brand!
5. Efficient coordination
The adoption of integrated marketing communications is also essential to coordinate the various strategies.
As a result, it is possible to have a more efficient and aligned approach — teams integrate more easily and work towards achieving common goals!
6. Resource efficiency
With much more aligned and coordinated planning, it is also possible to use resources more efficiently.
When defining the use of the Marketing budget, adopting CIM allows you to direct efforts to the areas that generate the most impact. This is also a way to avoid redundancies, saving time and money.
7. Improved customer experience
As I’ve shown, adopting this integrated strategy is about creating a more cohesive and positive experience for customers.
In practice, consumers will have a clearer view of the brand and its values, which tends to have a positive influence on loyalty.
8. Expansion into new markets
Thanks to CIM, it is easier to expand the brand and reach new markets.
After all, cohesion allows messages to be adapted more easily to different cultures and contexts, without losing the core integrity.
9. Consistent feedback
Another positive point of having a cohesive message across all channels is that it makes it possible to obtain more relevant feedback from the public.
Since your entire audience will have the same experience, you can gain valuable insights into the effectiveness of your marketing strategies and make continuous adjustments.
10. Effective crisis management
In the event of a crisis, integrated marketing communications provide a structured communications plan.
This makes it easier to effectively manage brand reputation, with transparent and coordinated responses across all channels.
11. Higher Return on Investment (ROI)
Thanks to the integration and cohesion of information, the chances of obtaining more customer engagement and conversions increase.
In practice, this makes communication more efficient, which leads to a higher ROI!
12. Long-term relationship
In addition to short- and medium-term impacts, having consistent communication is especially effective over time.
This is a way to build a trusted and recognized presence, which helps create strong, lasting relationships with customers.
13. Rapid response to changes
In the face of emerging trends, crises or other changes, IMC is crucial to facilitating a rapid response to the dynamic Marketing environment.
After all, consistency allows for agile and more strategic adaptation!
Integrated Marketing Communications must combine strategies!
As I have shown so far, adopting integrated marketing communication involves combining strategies and consolidating a single message, and Enjoy Minder has adopted CIM in its communication strategy.
This way, it was possible to create and strengthen relationships, better position your business and even deal with crises more efficiently!
Want to adopt this strategy, but need help? Take Enjoy Minder’s Digital Marketing Diagnosis for free and find out where to start!
