Defining Integrated Marketing Communications

View all blog posts under Articles | View all blog posts under Master's in Strategic Public Relations Online

Whether you’re pursuing your degree in public relations or you are already working in the field, one thing’s for certain– you’ve picked a career path that calls for constant education. If you’re a life-long learner with a passion for thinking outside of the creative box, you’ll love the way public relations and marketing constantly up the game. New buzzwords like, “integrated marketing” will be a constant, and you have to stay ahead of the curve.

Black and White Picture of Male and Female Models

What Is Integrated Marketing And Why Do You Need To Understand It?

Steve Olenski at Forbes has been preaching the gospel of integrated marketing for years, so it’s not so much a new fad or buzzword as it is an ongoing and effective strategy. Another term you’ll hear in similar circles is omni-channel marketing. These are basically the same ideas that refer to communicating with your customer across every access point.

Your company has a brand, message, and method of talking to its customer base. In an increasingly digital world, your customers will be able to find you through multiple access points: a brick-and-mortar store, email campaigns, your website, your mobile app, your social media outreach, even your radio advertising. Integrated marketing is the thing that pulls this all together. Integrated marketing is your strategy for making sure that no matter where your customer finds you, they walk away with the same impression and trust you’ve built in every other venue.

Meeting Your Customer Where They Are

The importance of omni-channel marketing isn’t just about carrying the same message across all of your platforms. As Daniel Newman points out, it’s about the customer experience. The route from ad campaign to sale today is very different. It’s not a straight path down the sales funnel anymore. You have to tailor your message to the medium you’re broadcasting it from, while also keeping your target audience in mind. That audience might jump from one medium to another before deciding to purchase from your company, so keeping up across channels is incredibly important.

This doesn’t just mean that you have to build a uniform or integrated marketing message. This means studying your analytics, knowing your target demographic, understanding the communication style they prefer and speaking their language in an exciting way – across multiple platforms.

Learning the Intricacies of Integrated Marketing Communications Through Your Degree in Public Relations

Integrated marketing isn’t just a buzzword. It is something that marketing and public relations personnel can strategically put to use to target and maintain customers. This and other strategies are constantly evolving as technology becomes more advanced, and staying one step ahead is key. A degree in public relations can give you the solid foundation you need to understand the basis of these strategies and innovate future breakthroughs in the field.

Sources:
Why Integrated Marketing Communications Is More Important Than Ever
What You Need To Know About Omni-Channel Marketing