Integrated marketing communications delivers messages to consumers. By using different forms of marketing, IMC is responsible for reaching vast amounts of consumers (offline and online) and attributing to a business’s success.
Integrated campaigns use different tools and mediums to get their message across. They repeat and reinforce information such as words, headlines and images to makes sure consumers can easily identify their company. Campbell’s Soup Company includes their slogan, “Mmm, mmm, good,” in all of their print ads, banner ads, television commercials and radio commercials. While they use different mediums to target different markets, the slogan remains. This is done purposefully to ensure that consumers identify with Campbell’s. http://2012books.lardbucket.org/books/marketing-principles-v2.0/s14-integrated-marketing-communica.html
In a blog by Ian Linton of Demand Media, IMC is also described as cost effective. By reusing these advertising components, it saves money on copyrights, photography and design costs. http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html
Linton also blogs about how IMC provides consumers with information in the form they prefer. Now that there are more ways to contact consumers, integrated marketing communications is responsible for hitting all of the points. B2B marketing involves emails, direct mail and telephone calls, where as consumers are reached by these things, as well as television ads, print ads and social media, whatever the consumer wants. Either way, this integration makes sure that all customers are receiving the exact same message on every medium they are exposed to. http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html
But this goes beyond just advertising by traditional and new media. IMC also includes customer service, word-of-mouth marketing and communicating with customers after sales. This creates a relationship with customers, and are the first steps in creating brand loyalty. http://intermediamarketing.wordpress.com/2008/05/02/integrated-marketing-communications-why-is-it-so-important/
A study recently conducted by MyBuys showed that even the people want integration. The answers to the surveys provided about consistency, convenience, service and personalization all proved that people want to be able to have things linked for easy access. http://www.forbes.com/sites/marketshare/2012/05/31/integrated-marketing-communications-then-now/2/