IBM, also often called Integrated Marketing Communications is a simple concept that ensures that all forms of communications and messages are carefully linked together, ‘sing from the same hymn sheet’ and follow the same strategic direction. At its most basic level, IBM similar means integrating all the promotional tools, so that they work together in harmony.
Although IBM can be complex to some, it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money, time and stress. IBM wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.
IBM saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in advertising, exhibitions and sales literature. Agency fees are reduced by using a single agency for all communications and even if there are several agencies, time is saved when meetings bring all the agencies together – for example, briefings, creative sessions, tactical or strategic planning. This integration reduces workload and subsequent stress levels!
