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/

PBL 1 Storytelling

Why do or don’t companies use storytelling in corporate communication?

According to the source; http://www.mindtools.com/pages/article/BusinessStoryTelling.htm

stories can change the way we think, act, and feel. The source explains that stories can perform as a basis of a workplace culture and that they can break down barriers and change bad situations into good.
Stories can grasp our imaginations, paint out our ideas, awaken our passions and inspire us.

The source positively states stories as powerful business tools and that they are used by successful leaders to engage their teams.

Different types of stories:

·         Who-I-Am stories- explaining who you are, your dreams, goals, accomplishments etc.

·         Why-I-Am stories- explaining the reason you are here

·         Teaching stories- explaining how if people change themselves they can achieve meaningful results

·         Vision stories- inspire and courage people

·         Values-in-Actions stories- supporting the values wanted for the audience to think about

·         I-Know-What-You-Are-Thinking stories- anticipate audiences’ point of view

·          

http://www.mindtools.com/pages/article/BusinessStoryTelling.htm

What makes an effective story and why? Find an example.

“ A good story is like a recipe- certain “ingredients” need to be part of the mix for it to be a success.”- http://www.mindtools.com/pages/article/BusinessStoryTelling.htm

Four key Questions for the Context:

According to Paul Smith and his book Lead with a Story, 2012
http://www.mindtools.com/pages/article/BusinessStoryTelling.htm

• ·         Where and when does this story take place? – fact or fiction?
• ·         Who is the main character?- someone the audience can connect with
• ·         What does he or she want?- what the main character wants to accomplish
• ·         Who or what is in the way?- stories need a villain or obstacle  which can be a person/event/challenge

-5 important questions to take into consideration:

• ·         Who is my target audience?
• ·         What topics can be just as interesting for my audience as my product/brand/service?
• ·         What is the best way to make these topics informative, helpful, or entertaining?
• ·         How can I incorporate the company philosophy/emotions into the content?
• ·         what’s the best kind of story for the business?

. http://blog.linkbird.com/en/content-marketing/4-top-storytelling-examples-inspire-optimize-content-marketing/

EXAMPLE:  https://www.youtube.com/watch?v=DBhTiyQU1kA&noredirect=1#t=40
Coca-Cola- simple yet enjoyable example of storytelling

How to determine a target audience and which channels to use to reach them?

• ·         Market Knowledge
• ·         Conducting third-party surveys
• ·         Speak to customers
• ·         Step into the shoes of your target audience

Storytelling Helps You Connect With The Target Audience http://www.text100.com/hypertext/2014/12/storytelling-target-audience/