Integrated Marketing Communications Aligns the Messaging and Increases ROI

One of the easiest solutions to better marketing and increased revenue is too often the most neglected. Marketers simply fail to align their marketing and promotions into an integrated marketing communications approach for squeezing the highest return on their investment (ROI).

The notion of integrated marketing communications involves every way an organization connects with its customers. A seminal report from the American Productivity Quality Center (APQC) defines integrated marketing communications as “a strategic business process” one that can be a major enterprise wide initiative and potentially substantial ROI.

“I like to think of integrated marketing communications simply as being one voice and one view,” says John Mallen, CEO of JMC Marketing Communications & PR. “If you begin with a single perspective, you can draft your new messages and organize future brand activities so each element supports the other.” said Mallen.  “It’s not about doing more. It’s about doing it – communicating – the same way.”

“You can begin by simply reviewing how you think and speak about your products, services or company – whatever comprises your brand. One of the services most frequently requested from us is our JMC Messaging Platform,” says Mallen. “This is a tool that pulls together words and notions of a brand or company, a platform they can use to guide their advertising, promotions, PR, as well as presentations and events.” 

Experience has shown that, almost without exception, once the organization has a common brand language, it begins to affect the culture, and makes it is a lot easier to align the messages and media in the new communications. The process includes both marketing materials and marketing people.