Integrated marketing communications merges different marketing tools to facilitate the marketing process, reducing costs and increasing the reach of the marketing effort. It includes direct marketing, advertising, the internet, and public relations efforts, and can reduce the cost of marketing. Professionals in this field are in demand to promote brands and objectives.
Integrated marketing communications is a term related to marketing in the sense that it provides a platform for merging different, but related, marketing tools in order to facilitate the marketing process. It makes the marketing process easier in many ways, including reducing costs that would normally have accrued in that marketing drive. Another benefit of integrated marketing communications relates to its value in coordinating the entire marketing campaign through merging different avenues under the same marketing drive. As you would expect, this increases the reach of the marketing effort relative to the kind of reach that would have been achieved without it.
The main focus of integrated marketing communications is the integration of different forms of marketing or promotional tools. This ensures that the underlying message of the marketing effort will be spread across a wide variety of platforms. Some of the types of vehicles that can be used as part of the marketing unit include direct marketing, the use of various types of advertising, the use of the Internet and other methods which include integrating public relations efforts related to marketing objectives. Integrated marketing communications allow a marketing unit to take advantage of various types of promotional channels that can come from within an organization and from other identified sources. For example, integrated marketing communications will include an analysis of the company’s business objectives and the culture in place within the organisation.
In addition to reducing the complexity of marketing campaigns, integrated marketing communications benefit marketing objectives in the way that increasing the simplicity of the whole unit can significantly reduce the cost of the marketing effort. The cause of this reduction can be attributed to the fact that by using a wide variety of platforms to convey the message behind the campaign, the entire cost of marketing can be reduced. Professionals in this field are often in demand due to the need to consistently promote the company’s brands and objectives as a form of competitive advantage in a highly competitive business environment. Such people may be hired by recognized or established and emerging companies to provide their services. They may work in fields including public relations and marketing management.
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