Integrated Marketing Communications Defined
When I Googled “What is integrated marketing communications?” I received several fairly similar results. For fun, here are four definitions, in no particular order:
1. “Integrated marketing communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels.”
2. A different way of saying that is: “The practice of blending different elements of the communication mix in mutually reinforcing ways.”
3. “A strategy in which a company coordinates advertising, sales promotion, personal selling, and publicity in order to present a single consistent image for the product and the company.”
And my favorite:
4. “Where all aspects of a company’s promotional efforts work together with a unified purpose to deliver a consistent and positive message; [integrated marketing communications] recognizes that all contact points with customers and prospects are important, from the truck making a delivery to the CEO in the news.”
I have a favorite, yet I don’t believe any of the above definitions are 100 percent accurate. Here’s what I consider my perfect definition. It’s worked well for me in my experiences at Go East. It’s an amalgam of the above, with new content as well:
Integrated marketing communications is a holistic approach to marketing communication. It aims to ensure consistency of message and the blending of different elements of the communication mix in mutually reinforcing ways. The goal is to present a consistent message to the core audience(s) in a variety of channels, including online and offline efforts involving advertising, personal selling, sales promotion and PR. It recognizes that all contact points with customers are important and that while the way in which a company should communicate is different from tactic to tactic, the same key message can and should be delivered.
What do you think? I’m especially fond of the last sentence. How do you define integrated marketing communications?

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