What is integrated marketing?
Integrated marketing or IM, also known as integrated marketing communications (IMC) or cross -channel marketing, is the practice of using multiple advertising channels to get one product or service report. The idea of integrated marketing is that by means of different media, traders are able to address their target audience more often and efficiently. Ideally, each exhibition builds on the previous ones, consolidates it in the consumer's mind and increases the likelihood of responding to their call for action.
channels used in integrated marketing campaigns may include traditional and new media. Traditional media consists of printed advertisements such as newspapers, billboards or public transport, as well as those sent through postal and radio and television commercials. New media refer to sending messages mediated technologies, including online communication via the website, e-mail and SOCial networks. New media advertising often includes text messages, podcasts and other high-tech tools. Sponsorship and planned events can also play a role in the integrated marketing strategy.
In order to make the integrated marketing campaign successful, it usually includes a balanced combination of channels to which the target audience is already tuned. For example, if someone sells teenagers product, it could be appropriate to advertise on the website and radio stations popular with adolescents and train and bus leaders with a heavy student rider. One would probably avoid ads for newspapers and direct post office, because these channels are traditionally unpopular with adolescents. In order to choose the best combination of media, marketing strategists usually look for those who reach the largest number of people in the target demography, with the greatest frequency, for the smallest money.
Regardless of the channels that are selected, the message consistency is key. It helps to ensure that the mark is not diluted, which could cause it to lose part of their strength and help prevent the confusion of the audience. The consistency of the use of the logo is a good example. The use of the same logo in all forms of advertising can help consolidate brand recognition. The company may have several versions of the logo to suit the stacked and vertical advertising, but both should be interchangeably recognizable. Jingles for Radio or TV is another example of how the consistency can create product recognition.
New communication technologies are constantly evolving, which makes integrated marketing a rapidly changing field. For this reason, it has become a popular focus on universities around the world. Aspiring marketing students can improve their chances of getting a job by including classes in this area.