Marketing, communication and public relations, disciplines that have existed separately since almost the beginning of time despite their overlaps. Now, they seem to co-exist more closely than at any other time.
Nowadays, part of business success comes from focusing not just on selling, but on generating an entire experience around the process of buying and consuming a brand.
A task that is not as simple as it might seem, especially if we consider that the brands are facing a highly competitive market, while looking to ensure an adequate delivery of the message, aiming to connect with their consumers through a wide range of communication experiences.
And it’s precisely this context that has fueled PR agencies to move forward, to “go beyond”. They are evolving and innovating, immersing brands in consumers’ lives, hitting the right audience exactly in the right spot, with the most engaging ideas. Their services integrated marketing communication as the strategic axis of communication campaigns whose main purpose is to strengthen the visibility of brands.
Traditional PR is a relic of the past. It’s only those agencies that truly offer a complete brand experience through integrated marketing communication that truly offer a complete brand experience, which allows a brand to live in customers’ minds and build a deeper emotional connection.
Brands are looking for numerous benefits by increasing brand loyalty, cultivating consumer relationships and boosting profits by increasing sales. And best of all is that consumers are ready to embrace it! When agencies develop campaigns that use integrated marketing communication, they are more effective. These campaigns carefully blend a range of marketing tools such as advertising, public relations, offline branding and social media, influencer marketing, Google ads, and digital search engine optimization to reinforce the message and inspire consumers to take action.
Changes in business models, technological innovation and consumer, have led organizations to move forward and drive an integrated marketing approach that improves their relationship with the audience, based on a strong core proposition.
The customer's journey is more connected than ever, and brands seek to inspire consumers through messages that reach the right people, with the right message, at the right time. Public relations agencies can use a vast range of approaches, from media buys to PR activities, loyalty clubs, social media and direct marketing, to create stronger campaigns.
The most interesting development is an effort to go beyond integrationof paid, earned, shared and owned channels in order to create an “immersive brand experience”. However, the main reason why integrated marketing deserves more attention is the growing importance of the customer experience, the focal point of all optimization efforts.
Consistency of message across different channels will lead to better results and a better return on investment. Integrated marketing campaigns help by optimizing the spend, whether online or offline, and for this reason, brands should consider aligning all their efforts to generate a powerful message and connect with consumers.
WHAT’S THE GOAL?
Integrated marketing is the strategic fusion and coordination of communication tools in marketing campaigns. The goal here is for agencies to influence decision making by creating a seamless, consistent customer experience. PR agencies will continue looking to expand their skills to achieve marketing objectives, and to do so effectively and efficiently. Firstly, this will take team work by different departments and agencies; secondly, it will be vital to plan and monitor different messages; and thirdly, communication is actually dialogue between the company and the consumer.
An integrated marketing strategy merges offline and online to create a strong, unique customer experience. It’s therefore essential that public relations agencies have an understanding of all three.
When brands and consumers understand each other, the result is greater brand awareness, engagement and loyalty. Clear communication and effective collaboration help brands become better prepared and empowered to deliver on their brand promise.