INTEGRATED MARKETING COMMUNICATION ENHANCES CUSTOMER EXPERIENCE WITH A BRAND. IT MAXIMIZES BRAND VALUE.
- It connects and strengthens customer online experience with place-based experience.
- It provides multi-directional communication – a brand can send out messages and the customer can respond by way of online comments, likes, or shares.
- It offers the convenience of accessibility of information about a brand and its customer service functions.
- It puts a brand ahead of competition; and many more.
A simple yet comprehensive definition of INTEGRATED MARKETING COMMUNICATION is this:
It is a strategic marketing activity planned and executed to ensure all brand messaging and communication strategies are coordinated, consistent, and unified across all communication channels and promotional campaigns, and are reinforcing each other to create a synergistic impact with the target market.
Integrated Marketing Communication delivers efficiently and effectively the unique and single brand message with clarity, consistency, and greater impact to the customers.
Its elements and how each propels a brand, including how a marketing consultant handles it for clients, will be discussed in subsequent posts.