Why brands need to adopt integrated marketing communications approach?

The ad on Youtube read “Come fall in love with learning”. Then, Bollywood superstar, Shahrukh Khan said the same in a TV ad in his style, not only to the students but to their parents as well. This was the “Come Fall in Love campaign” by the Edtech Company – Byju’s inviting kids to learn and grow with the app. The company followed it up with the “Keep learning” campaign, which again communicated the same idea through Social media channels such as Facebook, Youtube, blogs, and TV commercials during the IPL sponsorship and even in the physical space on billboards and newspaper ads. The campaign was a huge success with the company registering a 30 per cent rise in paid subscriptions after the campaign (though there was some role played by the onset of Covid 19 during the same period!).

Byju’s  is a raring example of an integrated communications approach adopted by a brand. Distinct presentations across channels and medium used; however, all communicate the same thought or message consistently and that’s what Integrated Marketing communication strategy means in simple terms.

In this case, the campaign left a lasting impression on the minds of the audience. This is the power of Integrated communication Strategy and if done rightly can do wonders for a brand.

What are the different elements of marketing communication?

Advertising – With the increase in internet penetration and advent of social media, the traditional medium of advertising such as Television, Hoardings and newspapers, etc. have now been joined by Social Media and Online advertisements.

Public Relations – Public relations is a broad concept that helps a brand to be perceived to the community as well as actual consumers in general. It includes a two way communication between the brand and the general public. Advocacy and promotions through event sponsorships, press releases, news and public appearances are all different approaches of managing public relations.

Personal selling – Advancement in technology has led to virtual face to face interactions remotely. This has blurred the geographic constraints and has opened up the reach to target audience across the globe.

Direct Marketing – Emails, Text messages, Telephone calls, promotional mails, brochures and catalogs open a window for the brand to make the audience aware and along with other elements help get mind share.

Social Media Marketing – This is one of the most powerful marketing tools in today’s world. Based on the choice of consumer category, the relevant social media platform is selected. Linkedin, for instance is used extensively both for reaching to professionals both organically and through Advertisements in the B2B space. Similarly, Instagram is a great tool for lifestyle products to reach intended consumers in the B2C category.

Sales Promotion – This includes various mechanisms such as free subscriptions, discount coupons, samples, and price packs to incentivize the targeted customer base to try out the product or services that the brand offers.

In an Integrated communications approach, all these elements work in harmony and communicate a consistent message.

Why is an Integrated marketing communication (IMC) approach important for brands?

• Consistency: Adopting an IMC approach ensures that a consistent message is communicated across all channels, including advertising, public relations, social media, direct marketing, and sales promotion. This consistency helps to build trust with the audience and creates a cohesive brand identity.

• Improved ROI: By coordinating marketing efforts across all channels, an IMC approach can help to maximize the impact of each marketing activity. This can result in better returns on investment (ROI) for the brand.

• Increased brand awareness: When all marketing channels work together, they can help to create a more comprehensive and impactful brand message. This can result in increased brand awareness and recognition, which can lead to more sales and revenue.

• Greater customer engagement: Integrated marketing communications can help to engage customers in a more meaningful way by providing a consistent and engaging message across all channels. This can lead to a stronger emotional connection between the brand and its customers.

• Adaptability: An IMC approach can be adapted to suit the needs of different audiences, channels, and campaigns. This makes it a flexible and effective way to communicate with customers in a variety of contexts.

Overall, an integrated marketing communications approach can help brands to create a stronger and more consistent brand message, improve ROI, increase brand awareness, engage customers more effectively, and adapt to changing market conditions.

All this is not simple, not that easy, yet it is that works!!