Our Approach
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Integrated Marketing Communications
At AVS Group, we use an integrated marketing communications (IMC) approach. There
are two dimensions to this approach. The first is maintaining a consistent,
coherent message across all media and all campaigns. The benefit of
this to our clients is consistency. All marketing tactics – all media, all channels,
all campaigns – support and reinforce one another. This is incredibly important
to effective communication. When different channels are not designed to support
one another the message becomes fragmented, which can negatively impact the effectiveness
of the communication. We’ve found that because we offer strategic and fulfillment
services under one roof, we’re able to manage our clients’ marketing better to ensure
consistent communication across all media.
The second component of the IMC approach is integrating multiple channels
for optimum communication. This is important because there are a plethora of ways
to reach target audiences, whether its print, electronic, traditionally, or with
new media. To reach the target audience effectively, its important to communicate
using the right mix of appropriate channels—and maintain a consistent message.
Web-centric
We also utilize a very Web-centric approach to marketing. "Web-centric" means that
all communications are supported and expanded upon on the company Web site. A Web-centric
approach is beneficial for a number of reasons - and one very timely reason is because
its highly measurable. Web site traffic reports can provide insights into the number
of visitors, their information needs, even the effectiveness of a certain campaign.
Measurable return on investment (ROI) is becoming increasingly important in marketing,
and using a Web-centric approach allows for easy-to-use, and accurate measurement
metrics.