As time goes by and technology evolves, communication remains an essential part of companies, and especially ones with dozens of sectors and teams. Hence the importance of tools capable of building an integrated communication system between both employees and clients.
Integrated communications consists of unifying a message across a company’s many channels, areas and stakeholders, making it possible to deliver consistent information as part of a marketing strategy for the public, or as internal company data.
By integrating channels such as advertising , public relations, direct marketing, personal sales, sales promotion and digital marketing, , companies can communicate with their target audiences in an effective and cohesive way.
Among the main elements of integrated communication are cohesive messages, target audience segmentation and branding, coordination, measurement and evaluation. Companies which successfully centralize all these elements have a greater chance of building brand awareness, improving client relationships and boosting sales.
This type of communication consists of grouping all information about a product or a service so that stakeholders can understand it clearly. An effectively communicated message has a greater chance of making an impact and converting the target audience.
In marketing, integrated communications focus on strategic marketing, coordinating and integrating various communication channels to deliver a message that synthesises the brand’s identity and the benefits it brings to the market.
By integrating communication channels and tools, companies can dialogue with their clients and other stakeholders.
Now let’s look in detail at the main elements of integrated communication:
- Coherent messages: messages must be coherent across all communication channels and tools, to avoid confusion and effectively promote brand awareness;
- Audience segmentation: communication channels and tools should be adapted to the target audience so they understand the message in question;
- Branding: the company’s brand and identity should be present throughout all communication channels and tools, to enhance stakeholder loyalty;
- Coordination: all communication channels and tools must be integrated and coordinated, so that all messaging is consistent;
- Measurement and evaluation: it is important to measure and evaluate the results of integrated communication, to see if the company’s goals are being met.
When adopting an integrated communication approach, companies can create a marketing strategy to reach the target audience cohesively and effectively.
In addition to connecting with company stakeholders and reinforcing its presence in the market, integrated communication:
- Helps to prevent crosstalk that can affect a brand’s reputation;
- Influences clients’ opinions about the company;
- Avoids possible mismatches of information or a lack of communication within the company.
Coca-Cola: for decades the brand has successfully practised integrated communication. With its “Share a Coke” campaign, Coca-Cola integrated advertising, public relations, social media and experiential marketing to produce a cohesive and customer-engaging campaign.
Nike: Nike’s “Just Do It” campaign is another example of successful integrated communication. The brand combined advertising, social media and experiential marketing to create a message which target audiences identified with.
Apple: Apple is known for its seamless shopping experience, made possible thanks to a combination of advertising, showcase displays, website design and product packaging. All of these elements help to reinforce the brand’s identity and values.
McDonald ‘s: the company’s trademark “I’m Lovin’ It” campaign integrates advertising, social networks, and in-store promotions.
Airbnb: Airbnb’s “Live There” campaign integrated advertising, social media and experiential marketing to promote its brand values and deliver a unique guest experience. The brand used consistent messaging and branding across all communication channels and tools to produce a cohesive and engaging message.
Red Bull: the “Gives you Wings” campaign and slogan marked a new era in marketing, by associating the product with sports and energy. Red Bull and its major football, Formula 1 and extreme sports sponsorships have made a huge impact and turned the brand into a lifestyle.
