Integrated Marketing Communication
Currently, integrated communication works in harmony with several aspects, one of which is the image you want to convey and its relevance. Thus, it must take into account some fundamental aspects:
- Business communication plan,
- Visual identity,
- Relevant content,
- Objective/consistent information,
- Similar communication.
When communicating through contentsAll these topics work best if they are worked on together, because putting them all together is more efficient than focusing on just one. That is, the business plan must be in tune, all elements must be interconnected in order to achieve an effective result. When we create information, it must meet the visual identity of the whole structure, everything must follow the same path in order to reach the same end. If the visual identity conveys one idea and the content you share on the company website reflects another, it can sometimes lead to insecurity on the part of the public and reveal a weak structural connection.
The message to be transmitted must be objective, with a single ideal, that is, the same in all the communication channels that the company uses. That is, any type of content that the company produces, as well as direct marketing strategies, advertising, social media communication and press relations need to communicate in the same way.
Thus, the role of integrated marketing communication can be considered as a competitive advantage in terms of strengthening the positioning strategy that is intended to be applied, as well as resulting in less overlapping of tasks and unnecessary expenditure of resources.
The constant presence in the minds of consumers is something that organizations should take into consideration, enhancing the introduction of consistent and continuous messages aimed at increasing the value created by customers, consistent with the branding strategy followed.