Benefits of Integrated Marketing Communication

Thanks to an integrated approach that makes brands instantly more recognizable, brands also enjoy a bump in consumer awareness that provokes a competitive advantage, or favorable company position. Think about it: if you use the same message across all of your advertising channels, when it's time to make a purchase, who will consumers think of? You, most likely. This puts your brand in a favorable position.

Who doesn't like to save money? Not only do individuals, but brands do as well. Using IMC as a strategy has proven to be cost effective, or a good value, when it comes to advertising and marketing. Why? Because the creative team behind a campaign like GoPro's ''Be a HERO'' campaign can repurpose graphics, logos, and videos from one channel to another. The key to any IMC campaign is consistency, which is less expensive because different campaigns are not needed for each platform.

GoPro used its theme, ''Be a HERO,'' in outdoors ads and on social media to encourage consumer interaction and participation. Using a variety of outdoor images, as well as user-provided content with the ''Be a HERO'' message, GoPro was able to reach a wide audience without breaking the bank.

Not everyone you want to reach will be found in every channel you're targeting. For example, a long-time newspaper subscriber may not be up-to-date when it comes to getting mobile marketing messages. The great thing about an IMC campaign is that by using the same consistent message, you can achieve an expanded reach by connecting with consumers on different and varied platforms, thereby increasing your exposure.

Let's review. Brands are quickly realizing the benefits of integrated marketing communication (IMC) campaigns, or a planning process to assure all brand contacts received by a customer for a product, service, or organization are relevant to that person and consistent over time, according to the American Marketing Association. Among the top advantages for this consistent, multi-channel approach are greater brand reinforcement as a brand becomes more recognizable when accompanied by a seamless message. Brands also benefit in terms of a competitive advantage, as increased awareness leads more consumers to turn to a particular brand when it's time to make a purchase. IMC campaigns are cost-effective, or a good value, thanks, in part, to the ability to repurpose everything from graphics to logos to videos from one advertising channel to the next. Lastly, an IMC strategy results in an expanded reach by connecting with consumers on different and varied platforms. Companies that have achieved success using IMC strategies include Amazon, Coca-Cola, Nike, and Porsche.