INTEGRATED MARKETING COMMUNICATIONS (IMC)

Integrated marketing communication (IMC)

Integrated marketing communication (IMC) is the concept and process of strategically managing audience-focused, channel-centered and result-driven brand communication over time.

(Arens W. 2013. Contemporary Advertising & Integrated Marketing Communications p.10)

Integrated marketing communication (IMC) is concerned with the development, coordination and implementation of an organization’s various strategies, resources and messages.

(Fill C. 2009. Marketing Communications p.280)

Integrated Marketing Communication (IMC) is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customer prospects, employees and other relevant external and internal audience.

(2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin)

Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other.

(https://en.wikipedia.org/wiki/Integrated_marketing_communications)

Integrated Marketing Communication (IMC) refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost effectiveness.

(http://www.managementstudyguide.com/integrated-marketing-communications.htm)

The goals of IMC

• Generate short-term financial returns
• Build long-term brand value
• Enable coherent and meaningful engagement with target audience
• Persuade with tangled audience to influence attitude and behavior
• Produce a unified promotional message that has the customer as its focus (all promotional activity such as media advertising, sales promotion, personal selling, sponsorship, and public relations are geared to deliver a consistent uniform message).   

(http://www.justanswer.com/homework/276sw-goal-integrated-marketing-communication-imc.html#ixzz3lLJCkcwV)

Level of integration

Integration can occur at different levels, such as horizontal, vertical, internal, external and data integration, helping to strengthen the communications.

Horizontal Integration occurs across the marketing mix and across business functions – for example, production, finance, distribution and communications should work together and be conscious that their decisions and actions send messages to customers.

While different departments such as sales, direct mail and advertising can help each other through Data Integration. This requires a marketing information system which collects and shares relevant data across different departments.

Vertical Integration means marketing and communications objectives must support the higher level corporate objectives and corporate missions.

Meanwhile Internal Integration requires internal marketing – keeping all staff informed and motivated about any new developments from new advertisements, to new corporate identities, new service standards, new strategic partners and so on.

External Integration, on the other hand, requires external partners such as advertising and PR agencies to work closely together to deliver a single seamless solution – a cohesive message – an integrated message.

(http://multimediamarketing.com/mkc/marketingcommunications/)

Components of Integrated Marketing Communication:

The Foundation - As the name suggests, foundation stage involves detailed analysis of both the product as well as target market. It is essential for marketers to understand the brand, its offerings and end-users. You need to know the needs, attitudes and expectations of the target customers. Keep a close watch on competitor’s activities.

The Corporate Culture - The features of products and services ought to be in line with the work culture of the organization. Every organization has a vision and it’s important for the marketers to keep in mind the same before designing products and services. Let us understand it with the help of an example.

Organization A‘s vision is to promote green and clean world. Naturally its products need to be ecofriendly and biodegradable, in lines with the vision of the organization.

Brand Focus - represents the corporate identity of the brand.

Consumer Experience - Marketers need to focus on consumer experience which refers to what the customers feel about the product. A consumer is likely to pick up a product which has good packaging and looks attractive. Products need to meet and exceed customer expectations.

Communication Tools - Communication tools include various modes of promoting a particular brand such as advertising, direct selling, promoting through social media such as Facebook, Twitter, Instagram and so on.

Promotional Tools - Brands are promoted through various promotional tools such as trade promotions, personal selling and so on. Organizations need to strengthen their relationship with customers and external clients.

Integration Tools - Organizations need to keep a regular track on customer feedbacks and reviews. You need to have specific software like customer relationship management (CRM) which helps in measuring the effectiveness of various integrated marketing communications tools.

Integrated marketing communication enables all aspects of marketing mix to work together in harmony to promote a particular product or service effectively among end-users.

(http://www.managementstudyguide.com/integrated-marketing-communications.htm)

The Tools of Integrated Marketing Communications

The IMC process generally begins with an integrated marketing communications plan that describes the different types of marketing, advertising, and sales tools that will be used during campaigns. These are largely promotional tools, which include everything from search engine optimization (SEO) tactics and banner advertisements to webinars and blogs. Traditional marketing communication elements such as newspapers, billboards, and magazines may also be used to inform and persuade consumers. Marketers must also decide on the appropriate combination of traditional and digital communications for their target audience to build a strong brand-consumer relationship. Regardless of the brand's promotional mix, it is important that marketers ensure their messaging is consistent and credible across all communication channels.

(https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integrated-marketing-communications-81/introduction-to-integrated-marketing-communications-403-4061/)

Integrated marketing communication effectively integrates all modes of brand communication and uses them simultaneously to promote various products and services among customers.

Advertising

Advertising is one of the most effective ways of brand promotion. Advertising helps organizations reach a wider audience within the shortest possible time frame. Advertisements in newspaper, television, Radio, billboards help end-users to believe in your brand and also motivate them to buy the same and remain loyal towards the brand. Advertisements not only increase the consumption of a particular product/service but also create brand awareness among customers. Marketers need to ensure that the right message reaches the right customers at the right time. Be careful about the content of the advertisement, after all you are paying for every second.

Sales Promotion

Brands (Products and services) can also be promoted through discount coupons, loyalty clubs, membership coupons, incentives, lucrative schemes, attractive packages for loyal customers, specially designed deals and so on. Brands can also be promoted effectively through newspaper inserts, danglers, banners at the right place, glorifiers, wobblers etc.

Direct Marketing

Direct marketing enables organizations to communicate directly with the end-users. Various tools for direct marketing are emails, text messages, catalogues, brochures, promotional letters and so on. Through direct marketing, messages reach end-users directly.

Personal Selling

Personal selling is also one of the most effective tools for integrated marketing communication. Personal selling takes place when marketer or sales representative sells products or services to clients. Personal selling goes a long way in strengthening the relationship between the organization and the end-users.

Personal selling involves the following steps:

• Prospecting - Prospecting helps you find the right and potential contact.
• Making first contact - Marketers need to establish first contact with their prospective clients through emails, telephone calls etc. An appointment is essential and make sure you reach on time for the meeting.
• The sales call - Never ever lie to your customers. Share what all unique your brand has to offer to customers. As a marketer, you yourself should be convinced with your products and services if you expect your customers to invest in your brand.
• Objection handling - Be ready to answer any of the client’s queries.
• Closing the sale - Do not leave unless and until you successfully close the deal. There is no harm in giving customers some time to think and decide accordingly. Do not be after their life.

Public Relation Activities

Public relation activities help promote a brand through press releases, news, events, public appearances etc. The role of public relations officer is to present the organization in the best light.

(http://www.managementstudyguide.com/integrated-marketing-communication-tools.htm)

Benefits of Integrated Marketing Communications

With so many products and services to choose from, consumers are often overwhelmed by the vast number of advertisements flooding both online and offline communication channels. Marketing messages run the risk of being overlooked and ignored if they are not relevant to consumers' needs and wants.

• One of the major benefits of integrated marketing communications is that marketers can clearly and effectively communicate their brand's story and messaging across several communication channels to create brand awareness. IMC is also more cost-effective than mass media since consumers are likely to interact with brands across various forums and digital interfaces. As consumers spend more time on computers and mobile devices, marketers seek to weave together multiple exposures to their brands using different touch points. Companies can then view the performance of their communication tactics as a whole instead of as fragmented pieces.

• The other benefit of integrated marketing communications is that it creates a competitive advantage for companies looking to boost their sales and profits. This is especially useful for small- or mid-sized firms with limited staff and marketing budgets. IMC immerses customers in communications and helps them move through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue, and nurtures its relationship with customers throughout the exchange. IMC can be instrumental in creating a seamless purchasing experience that push customers to become loyal, lifelong customers.

(https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integrated-marketing-communications-81/introduction-to-integrated-marketing-communications-403-4061/)

Advantages of IMC

• Provide opportunities to cut communication costs
• Has the potential to produce synergy and more effective communications
• Can deliver competitive advantage
• Encourages coordinated brand development with internal and external participants
• Increases employees participation and motivation
• Requires a change in culture and fosters a customer focus
• Can lead to a cut in the number of agencies supporting a brand

Disadvantages of IMC

• Encourages centralization and formal/bureaucratic procedures
• Increase management time seeking agreement
• Suggests uniformity and single message
• Tendency to standardization my dilute creative opportunities
• Global brands restricted in term of local adaptation
• Requires culture change from employees and encourage resistance
• Can severely damage a brand’s reputation if incorrectly manage 

(Fill C. 2009. Marketing Communications p.269)

5 Reasons Why IMC Is More Important These Days

1.  More Contact Points. It used to be that traditional mass media (radio, print, TV) was the way to go when it comes to advertising a product, service or brand.  While they still have their uses, customers now interact with brands in so many ways beyond this.

It is the aim of any Integrated Marketing Communications practitioner to cover all the contact points: including customer service, direct marketing, word-of-mouth marketing, the internet, after-sales service, social media etc.

2.  More specialized media. It used to be that mass media was enough to cover any advertiser’s needs.  But with ever-increasing ad clutter, shorter attention spans and greater resistance to advertising, customers now tend to be a lot more selective: they shut out the stuff they feel they don’t need, and go with the stuff that they want.

So media now tends to zero in on a particular niche market: cable channel just for kids- 24/7; magazines that cater to entrepreneurs, pet owners, budget travelers, mothers, sports fans, etc.

3.  More than ever, customers are king. The power has shifted from the manufacturers (those who make a product) to the retailers (those who actually sell the product).  We all know it: it’s easier to keep an existing customer happy than it is to win back a customer you lost.  Retailers now place greater emphasis on protecting their clientele- and take great pains in whipping up the best possible experience for their patrons- before, during and after the sale.

4.  Marketing in now more data-based. How do you know you’re getting your media investment back?  Understandably, they want to see figures- to see exactly how that quarterly ad campaign budget is spent, and ask themselves: is it really worth all the time, money and effort?

5.  More widespread internet use. Thanks to the worldwide web, customers can check out what they want anytime they feel like it.  Businesses can also exist outside your regular business hours, and therefore have the opportunity to keep selling 24/7. Every company should have an online presence now, and it doesn’t have to be a static brochure-type website. Company blogs give a more human face to your business, allowing you to interact with your online audience. 

(https://intermediamarketing.wordpress.com/2008/05/02/integrated-marketing-communications-why-is-it-so-important/)

  

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