Final answer:
Integrated services marketing communication is a strategy bringing together all communication channels to ensure consistent messaging to customers. It encompasses using a mix of textual and non-textual media and focuses on both external and internal marketing communications to build customer relationships.
Step-by-step explanation:
Integrated services marketing communication is a strategy that carefully integrates all external and internal communication channels to present a consistent message to customers. This approach involves combining various modes of communication, such as social media platforms, traditional media, in-person interactions, and other digital streams, to create a unified brand message. The goal is to ensure that all forms of communication work together harmoniously, enhancing the customer's perception of the brand.
Considering the effectiveness of the strategy, it's important to assess how different modes of communication are being used. In many successful campaigns, there's a blend of textual media (such as posters, emails, and social media posts) and non-textual media (including videos, images, and spoken dialogue). The campaign's reliance on these different modes and their integration are crucial in determining the success of the marketing communication strategy.
The integration of communication channels is often extended to internal marketing communication, ensuring that the organization's employees are aligned with the brand message. On the other hand, relationship-building with customers is also a focus, employing consistent messaging across all touchpoints to foster trust and loyalty.