8/25/2015

BarrierstoIntegratedMarketingCommunication|eHow

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eHow Business Marketing & PR Marketing Strategies Barriers to Integrated Marketing Communication

Barriers to Integrated Marketing

Communication
By Miranda Brookins
eHow Contributor

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Integrated marketing communication is essential to

businesses who are dedicated to reaching their
consumers and potential consumers through various
forms of media, with a consistent message about their
businesses and products. Integrated marketing
communication helps businesses reach prospects from
communication image by Louise
various angles in hopes to capture their attention and
McGilviray from Fotolia.com
gain their loyalty. While integrated marketing
communication has many advantages, many barriers stand in the way of businesses
getting their campaigns in place.

Other People Are Reading

What Are Marketing
Barriers?

What Are Two

Common Barriers That
Prevent Firms From
Entering the Market?
RelatedSearches

Lack of Resources

TheMarketingAgency

An integrated marketing campaign requires both financial and people resources, as well
as time.

MarketingaNewBusiness

Individuals who are highly skilled in specified areas like direct marketing, web
marketing, print advertising and public relations are an essential part of any integrated
marketing communications campaign. They have the knowledge and skills needed to
execute strategic plans. Because skills and knowledge are key, some staff members
receive training in areas they may not be familiar with to ensure the success of the
campaign.

WebMarketingStrategy

CorporateCommunication

SalesMarketingTools

Integrated marketing communications required proper planning and time management

to ensure that campaigns are executed in a timely, strategic fashion. If the timing of one
aspect of a campaign is inaccurate, it could negatively impact the other aspects of the
campaign, resulting in skewed campaign results.

Upper Management Support

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8/25/2015

BarrierstoIntegratedMarketingCommunication|eHow

A successful integrated marketing communications campaign needs the support,

guidance and resources of upper management, or it creates a barrier for employees.
Upper management has to work to ensure that the proper resources are available; from
people and budgets to sharing data across teams. Integrated marketing communication
campaigns don't put one manager in control. Instead control is shared, which can
prove to be a difficult concept for some members of upper management, creating a
barrier to integrated marketing communication.

Different Corporate Cultures

Integrated marketing communications typically involve more than just one company
working to put together a campaign. An advertising agency may develop a print
advertisement, while a public relations firm may be in charge of pitching articles to the

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press about a product launch. Each company has its own unique culture, but when
meshed with a new company culture, the result is not always positive. As a result,
there's a potential barrier the teams must overcome. One company may take a more
relaxed approach to completing task, paying little to no attention to looming deadlines,
while the other may be dead-line driven.

The Pros & Cons of

Marketing
Communication
Tools

Restricts Creativity
With a variety of teams involved in launching an integrated marketing campaign, each
team has to ensure that the piece of the campaign they're working on fits in with the

What are the

Elements of Effective
Communication?

overall goals and message of the campaign. This means that if the promotions team
comes up with a creative idea for a sweepstakes, but it doesn't fall within the realm of
the integrated campaigns goals, the team cannot implement the plan, regardless of
how creative it may seem. The goal is to follow a unified strategy to create a message
to send to consumers.
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How to Reduce
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Communication

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BarrierstoIntegratedMarketingCommunication|eHow

RelatedSearches
MarketingCommunication
PhysicalBarriers
EmailMarketingCampaigns
EmployeeCommunication
BusinessMarketingPlan

References
"Journal of Advertising Research"; Cambridge University Press; 2004
Multimedia Marketing: Integrated Marketing Communications
Biz Report: Tips for Better Integrated Marketing Campaigns
"Journal of Advertising"; Sandra Luxton; 2005

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Photo Credit communication image by Louise McGilviray from Fotolia.com

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Marketing Plan for Integrated Marketing Communications

With the wide range of communication tools available today, it is important to
ensure that marketing communication efforts are integrated and coordinated....

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