Integrated marketing communications
Integrated communication referred to in the communication policy the process of inclusive and linked strategic and thus targeted communication. It includes analysis, planning, organization, implementation and control ( management ) of the total internal and external communication of companies, organizations or individuals with the aim to ensure a consistent and coordinated corporate communication.
The modern corporate communication uses many ways to communicate with the respective target groups. The Integrated Communication has the task from the variety of instruments used and measures of internal and external communication a self-contained and free of contradictions to create communication system to a consistent for the target groups of communication appearance about the company or through a reference object of the company ( eg to provide products, services, but also ideas or opinions ).
The integrated communication takes place on two levels, firstly at the level of overall communication ( as a planning and coordination) and the other at the level of communication tools.
Features of Integrated Communications
- Integrated communication is a tool of corporate communication.
- Integrated communications is a management process.
- Integrated communication includes all internal and external communication tools.
- Integrated communication is aimed to create a unit in communication.
- Integrated communications to the efficiency and effectiveness of communication increase ( through prioritization and synergy ).
- Integrated communication is the result based on generating a uniform appearance (appearance of a piece ) at the ( internal and external ) audiences.
- Integrated communication is a prerequisite for the relevant brand strategy of a company and is used to implement communicative brand of strategic decisions.
- The success of integrated communication shall be measured at the effectiveness and efficiency of budget use.
Possible objectives of the Integrated Communication
- Increasing customer acceptance
- Increasing the motivation and employee identification
- Increasing acceptance among diverse stakeholders ( Anwohnende, politics, public, ... )
- Improving the target group (reduction of " information overload" )
- Conformity of self-image ( corporate identity) and public image ( corporate image )
- Competitive differentiation
- Improve checks, the performance of communicative action
- Realization of cost reduction potentials
Networked Communication Management
- Precise definition of the Unternehmens-/Kommunikationsziele
- Content, form, temporal and linguistic integration of communication Content integration is achieved, for example by a core message for each target group, a slogan for the company, communicative models.
- Formal integration is achieved, for example by means of uniform colors, logo, fonts, salutation on the phone, e- mail sender.
- Temporal integration is achieved by, for example, the timing of various communication activities.
- Linguistic integration is achieved, for example through a stringent wording and a deliberately chosen corporate language.
Conditions for successful integration of communication
This integrated communication succeeds in operation, it needs compelling:
- An organization charged with the overall responsibility expert, ideally a member of the management / management
- An intensive, open and focused cooperation with the various communication tasks entrusted people and departments (eg, marketing, public relations, lobbying, Human Resources)