The importance of Integrated communication
Today we are overwhelmed by information, communication and advertising. It is much more difficult for an organisation to get the attention of its target audience.
However when you plan your communication activities the first thing you must ask yourself is what do you want to communicate and what is the best way to deliver your message.
Why use an integrated communication activities
By integrating communication tools such as advertising, direct mail, social media, telemarketing and sales promotion, you provide clarity, consistency and maximum communications impact. In the traditional communication theory all these tools are used separately and they work independently of one another. Using an integrated communication approach allows each tool to reinforce the other because they work in synergy with a common goal. For example you can use advertising to boost your newspieces where there is useful information about your product and many Call To Action. This allows you to have a more informative sales approach, instead of advertising the product directly.
If you deliver the same message, even if in a different format, through news, press releases, ads, social posts etc., you ensure that prospects receive repeated and consistent communication input. Remember, the probability that a customer acts after the third comms input is much higher than after the first.
Save time and money
If you decide to implement a synergistic approach, the communication material you use must follow the same graphical guidelines. Every time you start a new communications campaign you need to decide which colours to use, the images, the branding, the font and so on. Once you have done that, then you need to create your communication inputs, adapting the material that you have already decided to use to be appropriate for each platform. This allows you to save time and money by not creating new contents from scratch for each communication channel.