Benefits of Integrated Marketing Strategies - Essay Example

Communications must be relevant, easily understood, and consistent with the image, brand, or message the organization wishes to convey. The concept of Integrated Marketing Communications then becomes an important element in marketing strategy. It is defined as “a strategic business process used to plan, develop, execute, and evaluate coordinated and measurable persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.”(American Productivity and  Quality Center, 1998). I can easily add more to this definition. One important aspect when thinking of integration is consistency or uniformity. As many organizations develop marketing programs using multiple channels such as the internet, newsprint, tv, radio, and other forms of media, the message, though it may be targeted to very different audiences or segments, must provide the same identity or brand.

Coca-Cola is an easily identifiable organization that provides continuity in its image across all channels. The symbol or logo remains the same, though consumers may be reached through very different channels. A display set up in a health center may focus on one type of product, such as Diet Coke. A TV ad may focus on the variety of offerings to consumers across generations and lifestyles. Integration comes in the ability to focus on particular market segments with products specific to consumer needs while remaining uniform in maintaining the organization's image or brand.

The same brand logo or identity is also seen on Coca-Cola’s website and is easily identifiable. This is even more important on the web, where viewers typically spend fifteen seconds on the home page. Integrated Marketing Communications should provide a return of investment by reinforcing the organization’s message and by attracting customers through increased awareness. A website that can reach many market segments, yet still provide a consistent message by providing continuity will increase the likelihood that the consumer will identify with the organization at some point through another channel such as the grocery store or on a display at a local retailer.

For this reason, the website must not only be consistent with the brand image but within its own web pages. This is done by using the same logos and color schemes, providing easily navigated pages, and reaching as many different segments as possible by focusing on its array of product offerings. As a retailer, Target does an excellent job with Integrated Marketing Communications both online and offline. The same familiar red target logo is used in its stores, with mailings, in printed material, and on its retail shopping site. The organization of various departments in the physical store is continued in its catalogs or newspaper and mail inserts. The online store also divides its product offerings through various departments and provides shoppers with the ability to search for what is sought after, much in the same way a visitor to the store can ask an associate where to find a particular item.

While many different media are available for conveying marketing communications, selection should still occur by traditional marketing goals such as building awareness,  appropriateness to target markets, and budget. A small, local business providing services to the local community, but is unable to logistically provide the same type of services nationwide, will not use the web in the same way as a major retailer.

Appropriateness for the local business might include an online listing in business pages similar to that of the local telephone directory. The local business creates increased awareness and exposure and must ensure that the listing is consistent with business signage, flyers, coupons, and other printed material. The local business uses traditional marketing strategies such as location, pricing, and word of mouth to obtain new business or increase awareness. Often relationships with other business associates or suppliers are carefully cultivated as part of the overall marketing strategy.

Research and performance metrics should be evaluated for all channels in which marketing communications are employed. The local business can simply ask customers how they heard about the business. For larger companies, “it is important the ad research system provides performance metrics for managers to make comparisons across media platforms.” (Young, 2006). Obstacles to integrated marketing campaigns can occur when different channels are assigned to different groups of employees. For this reason, all aspects of the campaign should have a clear understanding of the organization's image, brand, and marketing goals.

This also applies to traditional marketing efforts where fewer channels or forms of media are used.

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