In brief: Integrated marketing communications coordinates messages, channels and touchpoints so they do not contradict one another and jointly support the same offer and experience.
How I use Integrated marketing communications in practice
With Integrated marketing communications I first name the audience, situation and single change the message should cause. I choose evidence and format according to where the person will see the message, not personal preference for a channel. Before publishing I check that the main meaning survives shortening, a small display and removal from context.
What to watch out for
A common mistake is copying the form of a successful campaign without understanding the situation. With Integrated marketing communications, context, distribution and the next step all matter. An idea without the capacity to respond and deliver its promise may add a problem for the company.
Questions for a decision
- Whom exactly does the message help, and in what situation?
- What single meaning should the person take away?
- Which evidence carries the main promise?
- How will we capture a quality response and what follows?