Integrated Marketing Communications
How we put it all together is what sets us apart
Integrated Marketing Communications is a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. Young Company has been perfecting this approach since the mid-1980s when it added public relations to its advertising practice.
Five steps of an Integrated Marketing Communications System:
- Customer Database: This is an essential element that helps us to segment and analyze customer brand attitudes and purchase behavior by group.
- Strategies: Insight from analysis of customer research is used to shape marketing, sales, and communications strategies that often combine multiple media.
- Tactics: Once the basic strategy is determined the appropriate marketing tactics can be specified which will best target the specific markets segments.
- Analyze Results: Customer responses and new information about buying habits are collected and analyzed to determine the effectiveness of the strategy and tactics.
- Learn & Improve: Adjust the program based on what we learn from the results.
True integrated marketing communications revolves around marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, public relations, promotion, owned assets, and social media) that are selected and then executed to suit the particular goals of the brand.
Instead of simply utilizing various media to help tell a brand's overall story, integrated marketing communications leverages each communication channel's intrinsic strengths to achieve a greater impact together than each channel could achieve individually. It requires the marketer to understand each medium's limitation, including the audience's ability/willingness to absorb messaging from that medium. This understanding is integrated into a campaign's strategic plan from the very beginning of planning - so that the brand no longer simply speaks with consistency, but speaks with planned efficacy.