Mass communication is not as effective anymore. Advertising saturation and audience segmentation make it more and more difficult for companies and brands to reach their target consumers. Traditional marketing tools are confronted with new communication and information technologies that allow a two-way and interactive communication. Consumers are increasingly knowledgeable and demanding and skillfully control online media. The IMC (Integrated Marketing Communications) approach is born in this context in the attempt to find new ways of reaching out to target audiences.
Integrated communications build up the foundation of a marketing strategy that pursues to deliver a cohesive and unified message with the aim of achieving a recognized and solid brand identity with a unique market positioning. The key is to strategically control and influence all messages produced by the company (throughout its own employees as well as throughout its customers and other stakeholders) using multiple media and channels. Customers are at the core of this strategy that seeks long-term relationships based on partnership and loyalty to the brand. The clarity, consistency and impact of the communication effort will determine the brand and company’s position on consumers’ minds.
How are clarity, consistency and maximum impact achieved internationally in all markets where the company operates? It will be obviously necessary to know and understand the lifestyle and behavior of target consumers as well as their media habits. Mass media advertising has traditionally resorted to visual language, but an integrated approach that intends to optimize communication with consumers, employees and all company stakeholders alike, cannot be limited to the use of images. Companies need to talk the languages used in their target markets and translation cannot be considered a secondary communication tool anymore. It is a requirement to create brand value and an unrivaled competitive advantage amidst the fierce competition of the international market.