Integrated Marketing Communciations

Integrated Marketing Communication


Problem
What is Integrated marketing communication (IMC)?


Learning objectives

1.    Why did many companies start using IMC?

According to the article found on the website Arlington Business Solutions, the word IMC was first invented in 1989 and has now gone away from its original dominant meaning of advertising. There was a need to concentrate on more things other than advertising, and now it focuses more on the customer.  (shopping and buying behaviour)

Now, integrated marketing communication focuses on the 4 P’s of markting:
-product
-price
-promotion
-place

Source: Arlingtonbusinesssolutions.com, (2015). History of Integrated Marketing Communications. [online] Available at: http://arlingtonbusinesssolutions.com/history-of-integrated-marketing-communications/

1.    What are the challenges/benefits in IMC?

CHALLENGES:

There are several strong barriers unabling IMC from being implemented quickly and efficiently.These barriers

-       lack of internal communciations

-       turf wars and ego problems

-       existing structures

-       functional specialisation in companies

-       functional specialisations in communications agencies

-       percieved complexity of planning and co-ordination

è  Source: Pelsmacker, P., Geuens, M. and Bergh, J. (2013). Marketing communications. Harlow: Pearson.

BENEFITS:

·         better brand differentiation

·         better accountability within a firm

·         better trust among customers

·         better levels of effectiveness

Source: Slideshare.net, (2015). The Role of Integrated Marketing Communications. [online] Available at: http://www.slideshare.net/nbairstow/the-role-of-integrated-marketing-communications

·         What are IMC tools and how they can be used? 

Source: nidiganti, s. (2012). Marketing Communique: Promotion: From Advertising to IMC - Part 1. [online] Marketingcommunique.blogspot.fi. Available at: http://marketingcommunique.blogspot.fi/2012/10/promotion-from-advertising-to-imc-part-1.html

3. How to create successful IMC? How to get everyone in the organization on the same page?

8 things to keep in thought when trying to make a successful IMC program:

-       Review your marketing plan

-       Internal analysis: assess areas relevant to the product/service offers or the firm.

-       External analysis: outside factors

-       Setting the objectives: communication goals and objectives

-       Developing the message: think about the customer and focus on the design

-       Selecting the channel: message to customer

-       Deciding and integrating the elements of promotion mix

-       measuring results: successful or not?

Source: Yourarticlelibrary.com, (2015). 8 Things to Remember to Make a Successful Integrated Marketing Communication (IMC) Programme. [online] Available at: http://www.yourarticlelibrary.com/marketing/8-things-to-remember-to-make-a-successful-integrated-marketing-communication-imc-programme/22502/