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What Is Integrated Marketing Communications?

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  • Written By: Esther Ejim
  • Edited By: Kaci Lane Hindman
  • Last Modified Date: 05 September 2016
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Integrated marketing communications is a term that is related to marketing in the sense that it provides a platform for the blending of different, but related, marketing tools in order to help make the marketing process easier. It makes the marketing process easier in many ways that include a reduction in the cost that would normally have accrued to such a marketing drive. Another benefit of integrated marketing communications is related to its value in the coordination of the whole marketing campaign through the bringing together of different avenues under the same marketing drive. As can be expected, this increases the reach of the marketing effort in relation to the type of reach that would have been achieved without it.

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The main aim of integrated marketing communications is the integration of the different forms of marketing or promotional tools. This ensures that the message behind the marketing effort will be disseminated through a wide variety of platforms. Some of the types of vehicles that may be used as a part of the marketing drive include direct marketing, the use of various types of advertisements, the use of the Internet, and other methods that include an integration of the public relations efforts attached to the marketing objectives. Integrated marketing communications makes it possible for a marketing drive to take advantage of various types of promotional channels that may originate from within an organization and from other identified sources. For example, the integrated marketing communications will include an analysis of the company’s corporate objectives as well as the culture in place in the organization.

Apart from the reduction in the complexity of marketing campaigns, integrated marketing communications benefits marketing objectives in the manner through which the increase of the simplicity of the whole drive enables the cost for the marketing effort to reduce considerably. The cause for this reduction can be attributed to the fact that by utilizing a wide variety of platforms in order to transmit the message behind the campaign, the whole cost for the marketing can be reduced. Professionals in this field are often in demand due to the necessity for constant promotion of company brands and objectives as a form of competitive advantage in a highly competitive business environment. Such people may be hired by both recognized or established and emergent corporations to provide their services. They may work in areas that include public relations and the management of marketing.

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