Integrated communication: Should it apply to your company?

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A integrated communication it is important for a brand that wants to consolidate itself in the market in which it operates. After all, the world is increasingly competitive with countless vehicles to advertise your product or brand. With that in mind, we have separated all the information about this type of communication and much more.

A consistent marketing message across multiple platforms is critical. After all, it helps to improve your position in the market and make an impact on potential consumers.

A integrated communication Marketing communication, also known as CIM is nothing more than the process used to unify all elements of marketing communication.

Therefore, as marketing strategies have moved from mass advertising to niche marketing, companies are increasingly using communication strategies. So, the main objective is to develop more economical and more effective campaigns to talk to the final consumer.

So, see below in this article what is integrated communication, the principles and elements that are part of this strategy.

What is integrated communication and why is it important?


When it comes to communication. A consistent message is the most powerful weapon you can have at hand. 

Therefore, a good strategy integrated communication ensures that your core business message is universally delivered across multiple channels. In this way, no matter the medium, with each interaction that the customer has with your brand, the same values ​​will be transmitted.

Marketing communications are aligning your messages across all channels. While the tactics and delivery may be (and likely will be) a little different, the message is consistent. Therefore, it is this integration of all marketing tools and approaches to a brand or product that maximizes the impact on the consumer's mind.

In this way, a good integrated communication uses several innovative ways to ensure that the customer gets the right message at the right place at the right time.

What are the types of integrated communication?

When we talk about integrated communication, we should not get stuck in small strategies. But yes, in several types, so we separate the main ones that we can find in this type of communication.


Advertising has always been an effective way to quickly communicate with large audiences. 

After all, it is possible to reach a considerable number of people at once within a short period of time.. Ads don't just increase consumption of a particular product/service. But they also create brand awareness among customers. 

Advertising messages can promote the adoption of goods, services, people or ideas. However, its non-personal nature means that it does not have the ability to tailor the message to the message recipient. Advertising also helps to create and maintain brand equity. 

Direct marketing

Direct marketing can be considered the oldest form of marketing. Its main advantage is the process of direct communication with customers. This can be by telephone, electronic means or a personal visit, thus obtaining direct and instantaneous feedback.

Direct marketing also has its downsides. The unbridled use of this tool at any time of the day and night disturbing the consumer's peace. In this way, it caused a large part of the target audience to create an aversion to this type of contact. 

Digital marketing

Digital Marketing is probably one of the most common methods of integrated marketing communication. 

Like the spread of smartphone use, brands have a multitude of options to better segment their audience. It can be through apps, SEO techniques, messages and paid advertisements on photo, video, social networking and Press office.

Sales Promotion or Merchandising

These are actions that induce product experimentation and encourage purchase. Like coupons, samples, prizes, sweepstakes and discounts. 

This includes marketing strategies, design focused on point of sale display (gondolas, posters, displays, flags, etc) and competitive pricing. That is, including discounts for both the final consumer and the retailer. 

Sales promotions can motivate customers to select a particular brand. Especially when brands appear to be the same, and can produce more immediate results than advertising.  

Public relations

While advertising is a one-way communication from the advertiser to the receiver (the consumer or the retailer). Public relations has multiple audiences (consumers, employees, suppliers, vendors, etc.) as a target. 

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The role of public relations in integrated communication marketing is becoming more and more important. As consumers are increasingly resistant to traditional advertising.

In this way, advertising loses part of its cost-effectiveness. Because of this, marketers are turning to news coverage, events and community programs to help spread the word about their products and posts from the company.  

Event Marketing

Also known as sponsorships, event marketing combines advertising, sales promotions and public relations. In this way, the main purpose is to integrate a brand into the daily life of a community. 

Sponsored events raise awareness of a company or product. As such, they build loyalty with a specific target audience, help differentiate a product from its competitors, and provide merchandising opportunities. 

In addition, they demonstrate commitment to a specific community or group and make real and lasting impacts on the community.

social media marketing

The concept of social media marketing basically refers to the entire process of promoting business or brands through social media channels. 

It's a powerful marketing medium that is defining the way people are communicating. As such, it is a significantly low-cost promotional method that provides the company with direct and accurate access to its target audience.

What are the principles of integrated communication?

Integrated communication
Source: Image/Reproduction: Canva

A integrated communication is made up of principles. See below what these principles are. 

  • Consistency

The first and most important principle behind integrated marketing is consistency. Everything you and your company do, say, create and sell must be consistent in every respect and form a unity.

Design and style should also fit this principle. So when a potential customer picks up a product, reads an article, sees an ad, or visits a website named after your business, they should all convey a similar design scheme and language that define your brand. This means using the same colors, fonts and other visual elements to reinforce this principle.

The principle of consistency is also crucial to customer service. Having a centralized employee training guide and a uniform overall look and feel for your company's staff is important. After all, it develops the brand and reinforces the positive outlook of the company.

  • Coherence 

The brand needs to ensure that the information conveyed is connected in the different channels used in a way that makes sense for the public-bowel. Therefore, the consumer must see a message in one place, see another in another place, and instantly understand that they are related.

  • Continuity
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Successful marketing campaigns are those that last several years. That is, based on the same central creative idea or message. But using up-to-date media and different ways of bringing the message to life. 

  • Complementarity

In this way, all parts of the marketing campaign should complement each other and create a stronger message when used together and not alone.

What are the three elements that make up integrated communication?

  • Internal communication

Internal communication or endomarketing is an important tool for any company regardless of size. 

Your employees and business partners interact with customers directly or indirectly. For this reason, it is important that they communicate the same marketing messages that you create in your promotional campaigns. 

By keeping your employees and business partners aware of your marketing goals and programs through internal communication. As such, you can ensure that they play an important role in increasing sales and customer satisfaction.  

  • Institutional communication

Institutional communication refers to the way in which companies and organizations communicate with various internal and external audiences. As such, these audiences often include customers and potential customers, investors, the press, government agencies and other third-party regulators.

  • marketing communication

Marketing communication can be described as all the messages and media that you implement to communicate with the market. Among them, we can mention advertising, direct marketing, packaging, online presence, printed materials, events, sponsorships, participation in fairs, among others. 

Discover our company:  Your Press

Integrated communication is important for your business!

A integrated communication it is necessary to make a profit and remain relevant in the market. So having a clear and consistent message for a campaign means companies don't have to create more media than they really need to. 

Therefore, a good integrated communication It's a sure way to increase sales, increase revenue and increase brand awareness.

Also see about: Internal communication Business Communication, Institutional communication, Digital communication

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