Integrated marketing communication: how to manage?

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Integrated communication is a very popular term in Brazil, but, in fact, there is a huge distance between theory and practice. We know that it is Strategic Communication Planning that prepares the company today so that it will be well remembered in the future, without experiencing image and reputation crises.

It turns out that an abyss still spam data prevails between corporate strategies, the Strategic Map (BSC)  and Communication and Marketing Plans.

Not all brands adopt integrated communication strategies. In fact, this is the minority. Most separate communication from marketing and other spheres and thus end up doing segmented work without results.

How can we build an Integrated Discourse if Integrated Communication and Marketing do not go together?



After all, how can you have integrated marketing communications work?
The term 'Integrated Marketing Communication' became popular with the concentration/merger process in the advertising industry, which expanded the possibility of offering customers a broader set of communication services, what many called “new advertising”.

More recently, Wilson Bueno states that it is Integrated Marketing Communication or IMC that will enhance the “articulated effort” of actions, strategies, products and projects for companies, in order to add value to the brand and strengthen its image and reputation.

A vital point is that this integration is not just at the channel level, but needs to go further and cover all strategies, whether on or offline, also called by Ariane Feijó All line or synchronized Communication.

All Integrated Marketing Communication work needs to consider the challenges of consistency in messages , coherence in brand positioning, continuity between 'spaces' and 'actions' in the customer/employee journey and complementarity.

In this sense, to overcome the barriers of fragmentation, always remember the benefits that all this Integrated Planning will generate for your brand:

Reduce expenses with ineffective actions;
Prevent image and reputation crises ;
Effectively build brand positioning;
Increase results for the most important audiences and personas;
Associate traditional marketing actions with digital ones (complementarity);
Reinforcement of brand recognition.
Thinking about communication in a dichotomous way only repulses the benefits mentioned. The alliance established between communication and marketing must be seen as a process of symbiosis. Each depends on the other for survival. Separated, there is no way for them to achieve success or have a strategic positioning.