We frequently advise our clients at Saxum that the departments within their company should not operate in isolation from other departments.
This practice does not lend itself to a cohesive message or consistent brand, yet we see it happen every day. You’ve all heard the idiom, “the left hand doesn’t know what the right hand is doing.” An integrated marketing communications (IMC) model is the best way to prevent this sort of disconnect from happening within your organization.
Ask 10 people the definition of IMC, and you’re likely to get 10 different definitions. The American Marketing Association defines IMC as “the planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” By definition, IMC is the integration of all communication tools, functions and sources available to an organization, both online and offline.
In a recent Forbes article about IMC, Dwight Griesman, the chief marketing officer at Forrester said, “Integrating your messages, benefits, branding etc. makes tremendous sense. If the concept is good enough to take to market, then it should be good enough to be executed in an integrated manner.”
The integrated marketing approach at Saxum includes three main areas of communication: public relations, advertising and digital.
- Public relations encompass media relations, community relations, public affairs, crisis communications and internal communications, to name a few.
- Advertising includes traditional print, radio and outdoor advertising, brand development, logo design, graphic design and video production.
- Digital includes Web design, social media, email marketing, online advertising, search engine optimization, search engine marketing, mobile, blogs and applications and the list grows every day.
At Saxum, we believe the best campaigns happen with an integrated approach that creates a unified brand across multiple platforms. Clients come to us because they face a challenge or see an opportunity. When you face a challenge or see an opportunity, don’t you want the most resources available? Of course you do. In the same vein, why wouldn’t a company want to integrate PR, advertising and digital to create an exceptional campaign that will have far greater results than a single-pronged strategy? When the left hand and the right hand work together, you can get a lot more accomplished.