When it comes to spreading the word about your business, it’s important to ensure the message is consistent across all marketing channels. Consistency plays strongly into brand reputation, which enhances consumer confidence when it comes to your business’s product or service offering. In order to ensure your messaging remains consistent, it’s valuable to implement an Integrated Marketing Communications strategy for your business.
Integrated Marketing Communications
Ultimately, Integrated Marketing Communications aims to create a seamless message and experience for your customers. This is done by synergising all types of business communications, in order to provide a holistic and consistent message to your audience.
There are various marketing channels that you can consider when implementing an Integrated Marketing Communications strategy into your business.
Advertising (TV & Radio)
These old-school channels of advertising can be very beneficial as they provide a business with the ability to market their product or service to the masses. Almost 20 million Australians watch Broadcast TV, according to a 2018 Nielsen study. Combine this with the large amount of Australians that listen to the radio, and you have a sure fire way to market to the masses. Remember, though, that this type of marketing communications doesn’t lend itself to personalisation. However, providing you are targeting a mass market, and you ensure the message is consistent with your other marketing channels, TV and Radio can be integral to your Integrated Marketing Communications strategy.
Some products or services lend themselves to personal selling. If your product or service is specialised, or very personalised, personal selling could be a great way of marketing your offering. This marketing channel relies on a strong sales team to sell the product or service to the customer. Nonetheless, it’s still important to ensure the message aligns with the other channels in your Integrated Marketing Communications strategy. If it doesn’t, customers may not buy into what you’re selling for fear of legitimacy and reputation.
Direct Mail is a great example of direct marketing. Direct mail is a tried and tested method of reaching your customers. Again, your direct mail should align with the rest of your marketing – and that doesn’t mean only the header and branding of the letter!
The content itself should reiterate the same message you’re portraying through your other channels. If you focus on the high quality and low price of your product in your TV advertisements, ensure this is again underscored in the Direct Mail you send to your customers.
Utilising an external, or internal, Public Relations specialist is extremely useful as this will help your business build a solid reputation. As mentioned prior, this reputation will be reinforced if you use Integrated Marketing Communications, with consistent messaging across all channels.
The value of Integrated Marketing Communications
As you can likely see from the aforementioned points, Integrated Marketing Communications can help strengthen the reputation and integrity of a business by providing a seamless, concise experience and message for the customer.
vLinkD are here to help you and your business when it comes to building a marketing and communications strategy. We are performance focused and aim to help you develop strategies to grow your business.