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What Is the Importance of Comprehensive Marketing Communication

At its most basic level, comprehensive marketing communications represent a set of actions to channel all promotion and communication tools, so that they work together, in harmony, and optimize all kinds of results according to the objectives of your company. .

Its importance derives from the fact that as we plan comprehensive strategies, we can save time and money. If you want to know more about how to lead a high-level marketing strategy, we invite you to continue reading.

What is integrated marketing channel communication?

Comprehensive communication of multiple digital marketing campaigns is based on the theory that your communication tools work better if they work together in harmony and not in isolation.

This is enhanced when integration goes beyond basic communication tools. There are other levels of integration, such as horizontal, vertical, internal, external, and data integration. And that is when information becomes the fundamental piece to strengthen integrated communications.

For example, horizontal integration occurs through the combination of marketing and sales functions.

How to synchronize communication between areas

Different departments like marketing, sales and services can help each other through data integration . This requires a CRM system that collects and shares relevant customer data between different areas.

Vertical integration means that sales and marketing objectives must be compatible with business objectives and business vision.

While internal integration requires internal marketing: keeping all staff informed and motivated about anything from new announcements, to new corporate identities, new service standards, change of partners, etc.

And external integration requires external partners, such as advertising and public relations agencies, to work closely together to offer a single solution, a consistent and comprehensive message.

Benefits of effective comprehensive communication

Although integrated marketing communications require a lot of planning, they offer multiple benefits. You can create a competitive advantage, increase sales and profits, while saving money, time and stress.

Integrated marketing communication wraps communications around customers and helps them move through the various stages of the buyer journey .

The organization at the same time consolidates its image, develops a dialogue and nurtures its relationship with customers.

This methodology consolidates a bond of loyalty with customers, and obtaining a good reputation. The ability to keep a customer for life is a powerful competitive advantage.

Integration also increases profits through increased effectiveness. At its most basic level, a unified message has more impact than a series of disjointed messages.

In a busy world, a consistent and consistent message has a better chance of garnering attention than intrusive advertising.

Keys to developing a successful strategy

The key to developing a digital marketing strategy lies in increasing the number of potential customers, synchronizing different digital channels, so that the user makes a journey to complete a certain action.

Key 1: For example, publishing a post on Facebook that directs readers to your website can end up generating a registration for your services, promoting the future purchase and loyalty of these potential customers.

Key 2: Planning that users make this journey, according to the objectives and channels of your company, is the essential reason that comprehensive marketing communication helps to optimize time and resources, while increasing the return on investment, since each digital channel will fulfill a strategic purpose.

Key 3:   Implement email marketing as a comprehensive strategy to help shoppers by providing timely reminders, up-to-date information, and special offers that, when presented in a planned sequence, are tactics that help them move comfortably through the stages of your purchase. purchasing process.


Non-comprehensive marketing communications and efforts send disjointed messages that dilute the impact of the message. This can also confuse, frustrate and make customers anxious. On the other hand, integrated communications have a functional and strategic sense.

Consistent and relevant messages help foster long-term customer relationships and save money by optimizing every internal and external communication channel.

But in itself, the key to increasing sales and obtaining a greater reach of potential customers through digital channels is promoting a journey that takes your potential customers from their first stage of the journey to achieving complete loyalty to your brand. .

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