By combining various tools, marketers are able to ensure that their audience is reached and can leverage the various tools in ways that are most effective. Integrated marketing draws upon the power of traditional advertising and public relations efforts, as well as the use of new, online communication tools that include social media.
It ensures that Intergrated marketing communications forms of communications and messages are carefully linked together.
Promotion is one of the Ps in the marketing mix. Promotions has its own mix of communications tools. All of these communications tools work better if they work together in harmony rather than in isolation.
Their sum is greater than their parts — providing they speak consistently with one voice all the time, every time. This is enhanced when integration goes beyond just the basic communications tools.
There are other levels of integration such as Horizontal, Vertical, Internal, External and Data integration. Here is how they help to strengthen Integrated 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. It can create competitive advantage, boost sales and profits, while saving money, time and stress.
IMC wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.
The ability to keep a customer for life is a powerful competitive advantage.
IMC also increases profits through increased effectiveness. At its most basic level, a unified message has more impact than a disjointed myriad of messages. At another level, initial research suggests that images shared in advertising and direct mail boost both advertising awareness and mail shot responses.
IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons.
Un-integrated communications send disjointed messages which dilute the impact of the message. This may also confuse, frustrate and arouse anxiety in customers. On the other hand, integrated communications present a reassuring sense of order. Consistent images and relevant, useful, messages help nurture long term relationships with customers.
Here, customer databases can identify precisely which customers need what information when… and throughout their whole buying life. Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature.
Agency fees are reduced by using a single agency for all communications and even if there are several agencies, time is saved when meetings bring all the agencies together — for briefings, creative sessions, tactical or strategic planning.
This reduces workload and subsequent stress levels — one of the many benefits of IMC. In addition to the usual resistance to change and the special problems of communicating with a wide variety of target audiences, there are many other obstacles which restrict IMC. Rigid organisational structures are infested with managers who protect both their budgets and their power base.
Sadly, some organisational structures isolate communications, data, and even managers from each other.The integrated marketing communications were vital to our success with regards to the business because we were able to maintain close contact throughout.
18 people found this helpful The creative director asked his copy writers to create an integrated marketing campaign using integrated marketing communications. Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their.
Integrated marketing communications is an approach to promoting a message through multiple strategies that work together and reinforce one another. For example, a company may promote a new logo, slogan, or strategy through multiple media such as print, television, web, and social networks.
Integrated Marketing Communications is a process for planning, executing, and monitoring the brand messages that create customer relationships. The online graduate programs at WVU will fast track your marketing career.
Integrated Marketing Communications attempts to unify all pieces of marketing communications - advertising, public relations, direct marketing, social media, sales promotion, etc. - to create messaging that is consistent across all channels.
Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.
At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating all the promotional tools, so that they work together in harmony.