Integrated marketing communication is designed to unify the various marketing aspects instead of working in diverse and isolated ways. It assembles the messages and links them to one particular objective of the business. Integrated Marketing Communication monitors (IMC) the marketing strategies which use extensive customer information and act aggressively on the goals. Brand promotions communicate numerous information to their end-users. IMC integrates the various marketing communications as a whole to maximize cost-effectiveness. Foundations, CRM, corporate culture, customer experience, brand focus, and numerous tools for promotions and communications are the vital components of IMC.
By bringing all of the brand’s message points together into one cohesive whole, integrated marketing strategies ensure that a brand’s message is not disjointed and confusing.. Especially in today’s world, when customers are bombarded with news and information of all kinds, integrated marketing sends a single message across all channels.
Market Research – Thorough understanding of customer behavior will outclass the demographic features of the market. The research will define the audience and the value of the product correctly.
SWOT Analysis – Analysis using SWOT will comprehensively give an insight into external and internal factors. It will set a strong marketing strategy to drive the business to the optimum point.
Setting Goals – Determining marketing objectives towards customer experience, creating awareness regarding the product and services will improve the brand image.
Budget – As per the targets set, financial investments and ROI are crucial before initiating the marketing strategies. The SWOT analysis report will determine the funds for igniting the sales and revenue generation for the organization.
Execution- Delivering as per the strategies set according to the organization’s objectives will ensure effective marketing.
Evaluation-Traffic in the company’s website and social networking sites, increase in the followers’ count, high sales are all the metrics to evaluate the effectiveness of the marketing strategies.
Tools of Integrated Marketing Communication
For effective integrated marketing communication is important how the organizations communicate with the customers. A few of the tools are as follows:
Advertising – Flyers, brochures, banner ads, pop-ups, and interstitials are conventional yet effective mediums of brand promotions. Commercials on radio, television and the internet make brand awareness effective to mass quickly.
Online Marketing – Digital marketing tools like text messages, catalogs, brochures, promotional letters, and emails are the fastest growing means of communication between customers and organizations. It is the most effective way of interaction at this age. Electronic customer relationships and digital customer data are grouped in this tool.
Public Relations Activities – Although advertisements are one-way communication, public relations is two-way communication between the organization and the customers or clients. Publicity is the primary and effective tool used by public relations practitioners.
Sales Campaigns – Sales promotions through discounts, loyalty clubs, membership coupons, swags, and lucrative gifts boost the spirit of the loyal customers. These happy customers through word of mouth drive sales and work as brand ambassadors.
Advantages and Disadvantages of Integrated Marketing Communication
IMC is a strategy for spreading a message that combines and reinforces multiple strategies. Because integrating modern and traditional marketing ensures that communications include the best of both worlds and reach all relevant stakeholders, integrated marketing strategies have proven reliable.
Advantages:
IMC builds reliability on the product and increases the trust of the customers in particular brands.
Happy customers promote the product, and the brand gets recognized in the market against its competitors.
Customers get what they need, which increases sales and promotes the product’s image and the service.
Disadvantages:
Segregating numerous marketing strategies and unifying them to a single objective is complex and requires a skilled effort. This isn’t easy to achieve.
Integrating various strategies requires coordinating various analytical, IT, and marketing teams, which is an extensive process and difficult to attain.
Measuring the effectiveness of IMC is strenuous as multiple factors affect brand promotions.
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