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Communications Speakers

by Christopher Ransom

Integrated marketing communications speakers specialize in the unification of many different fields that fall under the marketing umbrella. One of the fundamental goals of an integrated marketing communications speaker is get their listeners--often students or other marketers--to think outside the box. Integrated marketing communications speakers, not surprisingly, will almost always stress the importance of strategic thinking across different communication areas.

In addition to focusing on different areas of communication, integrated marketing communications speakers also talk often about the importance of two-way communication rather than traditional one-way communication. Two-way communication involves not just the message a company is trying to get across, but incorporation of the feedback that the message receives. Television is an example of one-way communication. Websites, which allow for customer feedback, is an example of two-way communication.

The Challenges of Integrated Marketing

A common problem that integrated marketing communication speakers find when delving into a company's marketing practices is that many companies think they are "done" because they allow for two-way communication. But just having a space for feedback, or asking questions on the phone isn't enough. It's what actually happens to the feedback that is important. Feedback received from two-way communication, in order to be effective, needs to be compiled, analyzed and used to improve.

Integrated marketing communications speakers can give great insight to many companies on how to handle the feedback they've gathered. Many companies have discovered consumer needs and gone on to develop revenue-building products. Other companies have used their feedback to further target their messages and improve their overall communications programs.

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