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The Future of Integrated Marketing Communications,

What is integrated marketing communications and why is it important?
This is official: communication in the workplace is changing. Recent studies show that over the past two decades, employees' time spent on "collaborative activities" has increased by about 50% (Sangh, and 2019). Dollar success stories have become easier and easier to communicate between teams.

The need for integrated marketing communications experts can also indicate the need for comprehensive marketing.Companies recognize that they need to ensure that teams are on the same page when launching products, services and even brands. Learn more about how integrated marketing is changing the way teams communicate and how effective it is in changing marketing efforts and results.


What is integrated marketing?

Integrated marketing rejects the silo mentality and breaks down barriers between departments to accept comprehensive marketing. According to Belch (2013), integrated marketing is considered a way for consumers to create an integrated and seamless experience for interacting with a brand / enterprise. It covers all aspects of marketing communication such as advertising, sales. It seeks to promote public relations, direct marketing and social media through a combination of its own strategies, methods, channels, media and activities. , So that everyone can work together. power "

 Dealing with separate marketing agencies restricts communication and reduces operational efficiency. An integrated marketing communications approach ensures that all channels are the same and follow the same strategy, promoting business objectives and enterprise

 What are some examples of integrated marketing communications?

Integrated marketing communication is the way a company ensures that different promotional methods in a marketing campaign are clear, consistent and moving towards the same goal. For example, if an advertising agency intends to run a creative campaign, they must first ensure that multiple marketing tools deliver the same message and branded experience. An integrated approach will utilize multiple communication tools to convey the same brand message, including traditional advertising, online marketing, PR activities, sales campaigns and email marketing.

Case Study: # Always use integrated marketing to start an election campaign

The Pathologist brand has always run a massively successful #LikeGirl campaign in 2014. Her team is working together to send a dynamic message to a wider audience about women's empowerment. First, market research was conducted to determine whether girls' self-esteem begins to decline as they reach puberty. This insight was combined with market research, which found that many consumers at the same age are always the first touch point through the company. The marketing team will then create an "audience personality" around this demographic. Since then, 'strategists' have always used these insights to create powerful messages, their copywriters have created popular hashtags and helpful headlines, and their graphic designers have developed an interesting ad set. What is it. What

But he didn't stop there, always making videos of the #Like campaign, which was considered a documentary and won eight different awards for British charity, design and art direction. The video currently has over 65 million views on YouTube (Panjar, 2018) The above tools and teams are just some of the many people who can join the #Like campaign. 94 Consensus #LikeGirl always encourages to highlight the brand's integrated marketing efforts following the Empowerment Company (Forever, 2019) campaign.


Why is integrated marketing communication important?

Builds brand recognition and trust

If a brand is able to reach its desired customers more than once through different channels, they start resonating with their audience. If different channels do a good job of communicating the brand and message on a regular basis, the person is more likely to recognize the brand and trust them. This can be achieved through an integrated marketing communications strategy. Without this communication, the audience gets an unfair experience of the brand and it is not possible to translate the desired message.

 Allows you to reach a large audience

The use of more channels for communication increases the number of people who can reach the company. If a brand runs an ad campaign on subway car posters, it will lose viewers who work by ignoring radio ads and billboard ads. Awareness of integrated marketing communications allows a company to run a multi-faceted marketing campaign that targets a large audience. Master in Integrated Marketing Communication teaches students how to determine the right channels

Which will target the right audience with the right message.

Production high cost

When a company manages to deliver a clear branded message to a wide audience across different channels, the revenue will naturally increase. Businesses are highly competitive and use a combination of efforts to drive revenue, including their research team, strategy, public relations team, digital and social media marketing team, design team and more. There is no point in focusing independently on any sector now. If a business wants to be competitive in its given industry, they need to be able to communicate easily between all departments.

What do you learn in the Integrated Marketing Communications Master's program?

Companies have changed from the inside, and master programs are changing rapidly to meet this rapid shift. Some schools have introduced the Master of the Arts in the Integrated Marketing Communications program, allowing graduates to use their creative and analytical minds to research, develop strategies,

and work for their agency or company.

 How do I add in a translation?

Outdated teaching models in schools are being modified so that graduates can easily go with the experience of working with tools such as Google Advertising, Adobe Creative Cloud and social media platforms like HotSweet and Canova. Masters programs are also becoming more comprehensive. Instead of simply telling students how to turn marketing research and analytics into a marketing strategy, programs began to incorporate elements of digital advertising, public relations, content marketing, and design. To ensure integrated communication between teams, graduates now understand every aspect of the business.

The Future of Integrated Marketing Communications

The future of graduates with a Master of Arts in Integrated Marketing Communications is bright for them. The Bureau of Labor Statistics Project 2024 (SBU, 2016) coordinates integrated marketing communications jobs for growth between 13 and 32%. There are many career opportunities, including the role of social media manager, media brand manager or art director. PayScale reports that those with a master's degree in integrated marketing communications can earn up to 13 135,500 a year, depending on their seniority and location (SBU, 2016). Learn more about how you can earn a Master of Arts degree in Integrated Marking Communication online from St. Bonaventure University. 

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