Integrated communications: concept, goals, principles of use, tools
Posted: Thu Jan 23, 2025 4:11 am
What is it? Integrated communications – dissemination of advertising information by all means available to the company. That is, any marketing tool capable of bringing commercial benefits to the organization is used.
How does it work? The maximum result of using integrated communications is possible only if each of the methods of interaction with the audience corresponds to the overall marketing strategy of the company and is coordinated with other technologies involved.
The article explains:
The concept of mom database integrated marketing communications
Goals of integrated communications
4 main principles of IMC
4 types of integrated communications
4 IMC strategies
5 Key Tools for Integrated Marketing Communications
Additional IMC tools
Internet in the IMC system
Features of integrated communications management
5 Possible Problems When Using IMC
Reasons for the demand for IMC
3 Popular Integrated Communications Textbooks
5 Scenarios for Using Neural Networks to Increase Website Conversion by 40%
Download for free
The concept of integrated marketing communications
To promote its product, the company builds a complex system of interaction with the external environment, namely with partners, suppliers and the target audience. Marketing communications are the connections used to disseminate information about the brand, its competitive advantages, and the distinctive properties of goods and services.
When defining integrated marketing communications (IMC), we are talking about a set of a large number of different interconnected channels and methods of interaction between a company and consumers, the purpose of which is to form a positive image of a company or product.
The concept of integrated marketing communications
Why can't we get by with just one proven channel of communication with the target audience? What is the whole system of integrated communications used for?
Comprehensive interaction with clients ensures maximum efficiency, and different stages of product promotion require different methods of communication with potential and actual counterparties.
When a product or service is just being introduced to the market, media publications and advertising are used, thanks to which the first sales begin to familiarize with the advantages of the product. Then comes the growth stage, when promotion tools are not so much in demand, since consumers are involved in the dissemination of information. Then comes the time of maturity, for which the processes of sales promotion through advertising and personal sales are of primary importance. In the decline stage, publications and reclame are not so effective, but sales promotion activities work well.
The foundations of integrated communications were laid at the dawn of modern marketing, in the 1950s. True, back then, television commercials and print media ads were enough to conquer the market and maintain sales at a consistently high level.
How does it work? The maximum result of using integrated communications is possible only if each of the methods of interaction with the audience corresponds to the overall marketing strategy of the company and is coordinated with other technologies involved.
The article explains:
The concept of mom database integrated marketing communications
Goals of integrated communications
4 main principles of IMC
4 types of integrated communications
4 IMC strategies
5 Key Tools for Integrated Marketing Communications
Additional IMC tools
Internet in the IMC system
Features of integrated communications management
5 Possible Problems When Using IMC
Reasons for the demand for IMC
3 Popular Integrated Communications Textbooks
5 Scenarios for Using Neural Networks to Increase Website Conversion by 40%
Download for free
The concept of integrated marketing communications
To promote its product, the company builds a complex system of interaction with the external environment, namely with partners, suppliers and the target audience. Marketing communications are the connections used to disseminate information about the brand, its competitive advantages, and the distinctive properties of goods and services.
When defining integrated marketing communications (IMC), we are talking about a set of a large number of different interconnected channels and methods of interaction between a company and consumers, the purpose of which is to form a positive image of a company or product.
The concept of integrated marketing communications
Why can't we get by with just one proven channel of communication with the target audience? What is the whole system of integrated communications used for?
Comprehensive interaction with clients ensures maximum efficiency, and different stages of product promotion require different methods of communication with potential and actual counterparties.
When a product or service is just being introduced to the market, media publications and advertising are used, thanks to which the first sales begin to familiarize with the advantages of the product. Then comes the growth stage, when promotion tools are not so much in demand, since consumers are involved in the dissemination of information. Then comes the time of maturity, for which the processes of sales promotion through advertising and personal sales are of primary importance. In the decline stage, publications and reclame are not so effective, but sales promotion activities work well.
The foundations of integrated communications were laid at the dawn of modern marketing, in the 1950s. True, back then, television commercials and print media ads were enough to conquer the market and maintain sales at a consistently high level.