Image Source: 2ez2build.com
Email marketing campaigns are popular because it involves less expenditure and assures you quick returns. Unlike other marketing strategies it does not involve a long drawn-out process and easy to set-up. However if an email advertising is run on its own, it gets deprived of the force impact of an all inclusive marketing strategy.
All marketing communications need to work together in harmony to make a strategy more effective and result oriented. Integration of this type enables marketing communications mix across all customer contact points. This enhances brand visibility considerably.
Integrated Marketing Communication (IMC) recommends that any marketing strategy has to be coherent, consistent, continuous, and complementary.
Coherence means interlinking the various methods of marketing so that it does not allow one or another to take precedence. The fact remains that all kinds of media have their own limitations. For instance it is hard to have graphics on radio and sound in a magazine. However with the right kind of coherence one redirects the reader or listener to the other outlets.
Consistency is very important in reinforcing a marketing strategy. None of the medium must contradict the other in sending the right messages. Continuity means to start a campaign with one message and end up with the same message. All efforts need to be taken to avoid confusing while fine tuning the message conveyed in between.
Complementary means each part needs to depend on the other. The various departments should not only work together but should share the spoils. Direct email marketing should share credit for the email addresses it gets through other media like the internet, across the shop counter or via a text.
