Integrated marketing communications is the coordination of messages across multiple communication channels to achieve a marketing objective. The following are illustrative examples.
A gym launches in a neighborhood. Outdoor advertising is purchased and digital advertising is used to target people in the area with promotions. A public relations team engages media and community representatives in the neighborhood. The gym arranges to sponsor several neighborhood events. Advertising generates leads of people interested in the gym. Sales teams follow up on leads and generate their own by connecting with neighborhood people at events and in social media.
Crisis CommunicationsA software service has a major infrastructure incident that puts an entire data center out of service disrupting access to account data for millions of customers for 8 hours. Public relations coordinates an integrated response that keeps customers, media and government regulators updated. They use channels such as customer service, social media, press releases, mobile apps and websites to keep customers updated. Sales teams are given updated status and authority to give customers discounts on their next bill. The incident results in bad press but articles and customers are somewhat understanding as the issue is quickly, carefully and honestly explained with a consistent message across channels.
PromotionA seasonal price promotion at a furniture retailer is coordinated with coupon mailings, digital coupons, web content, flyers, catalogs, digital advertising, broadcast advertising, personal selling, in-store marketing and social media.
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