Integrated marketing communication is used across a wide variety of media and channels to ensure a coherent and unified strategy. Some of the more common means in which integrated communication is implemented include:
1. Traditional media. Such as television, radio, newspapers, magazines, and print advertising. Integrated communication seeks to align the messages and the visual appearance of the brand in these media to generate coherence and recognition.
2. Digital media. It covers a wide range of online channels, such as websites, blogs, social networks, emails, online advertising and mobile applications.
3. PR. As press conferences, press releases, events and collaborations with influencers, they are also integrated into the communication strategy. Integrated communication is responsible for coordinating the messages and the image of the brand in these activities to generate a positive impact.
4. Events and sponsorships. They reinforce the values of the brand.
5. Experience in physical outlets. This is the place in which the messages and the appearance of the brand are reflected in the design of the space, the arrangement of the products, the signage and the customer service.
6. Content marketing. Creating content for blogs, videos, infographics and other materials relevant to the brand. This way they ensure that the content is aligned with the messages and the identity of the brand.
7. Seasonal marketing. Events such as the arrival of spring, Christmas, Halloween or the New Year are the best times to reinforce a message, since they ensure the acceptance and participation of many people.
Marketing is in constant transformation, today it is consumers who lead this process. This innovative approach enables a broader perspective of the entire customer journey, from initial discovery to purchase decision. While communication is one of the pillars of marketing, integrated communication is essential for any business looking to build strong customer relationships and stand out in a competitive marketplace.