Characteristics of Integrated Marketing Communication

 

For Inmaculada Martínez, from the University of Murcia , the main characteristics of Integrated Communication for the company emerge:

Identify the objectives of Marketing communication with other organizational objectives

As it is a planned process of marketing communication tools, synergy is being carried out between departments, media and other organizations.

It reaches all audiences selected by the organization: employees, shareholders, consumers, distributors, etc.

Directs and effectively integrates all promotional activities, corporate and product / brand marketing communication efforts

It reaches all communication tools, whether personal or impersonal.

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Obstacles

Despite the benefits that Integrated Marketing Communication offers, there are also some obstacles along the way, the main one being communication with companies that provide communication services such as advertising, promotion and public relations agencies. or direct marketing that you have to contract. This reduces the effectiveness of the strategy since in many cases it means repeating over and over again, to each of the agencies, the strategic elements that have been planned from the company for the integral campaign when the ideal is for the advertiser to do just one presentation and from that moment on, the group of provider agencies makes the communication approach (which is also complicated by having conflicts of interest between service provider companies).

The decision to adopt integrated communication strategies has led marketing and communication departments in companies to rethink some of their functions, in some cases unifying their efforts through commercial communication departments; But it has also caused advertising agencies to rethink their structure and operation in order to be able to offer more and better Integrated Communication services to their clients under one roof.

These new structures, both in advertising companies and in advertising agencies, make their managers operate as directors in charge of all the functions that contribute to coordinating the various commercial and organizational communication services that are being generated. Therefore, both companies and agencies require a new communicator profile who is capable of communicating from the head of the organization and / or agency to the end consumer, also making the product, service, institution and organization memorable.

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