Integrated Marketing Communication

 INTEGRATED MARKETING COMMUNICATION

Integrated marketing rejects the storehouse attitude and breaks down obstructions between divisions to grasp all-encompassing showcasing. Concurring to Burp (2013), coordinates promoting is seen as “an approach to making a bound together and consistent involvement for shoppers to connected with the brand/enterprise; it endeavors to merge all perspectives of showcasing communication such as publicizing, deals advancement, open relations, coordinate showcasing, and social media, through their individual blend of strategies, strategies, channels, media, and exercises, so that all work together as a bound together force (Strategic Direction, 2006).” A unified approach to marketing communications simplifies the work of various departments and enables them to work seamlessly together. This eliminates the need for separate departments and enables them to focus on their core activities.

Integrated marketing communications is the strategy by which a company guarantees distinctive limited time strategies inside a showcasing campaign are clear, steady and working toward the same objectives. For case, in case a promoting office is arranging on propelling an imaginative campaign, they ought to, to begin with utilize coordinates promoting communications to ensure that different promoting instruments pass on the same message and branded involvement (Elizabeth, Peltier, & Barger, 2017). A coordinates approach would utilize an assortment of communication apparatuses to communicate the same branded message, counting conventional publicizing, online showcasing, open relations exercises, deals campaigns, and mail promoting.

In 2014, the brand always launched a successful campaign called #LikeAGirl. Their goal was to uplift girls' self-esteem by helping them reach their first milestone. The campaign was powered by market research that revealed that many girls have their first interaction with the company at the same age. The company also created the video that became known as a documentary. It was nominated for various awards by various organizations, including Design and Art Direction. Likewise, when you’re hungry, and especially when it comes to pizza, you want food immediately. That’s why Domino’s launched its AnyWare campaign. The campaign made it possible for customers to order their food through almost any platform. The campaign was featured on various celebrity talk shows and garnered more than 2 million social media impressions (Pinegar, 2018). It also increased the number of digital orders that were made through their platform.

Similarly, the integrated marketing is important because of the following reason:

Builds Brand Recognition and Trust: A brand that can reach its intended audience multiple times across various channels is more likely to succeed. Having a consistent message and message across all channels helps build trust and loyalty.

Allows You to Reach Larger Audiences: Integrated marketing communications helps a company reach more people by increasing the number of channels that a company can communicate to (Bentley, White, Weiss, & Shields, 2016). Having an awareness of these channels helps a company develop a multi-pronged marketing campaign.

Yields Higher Revenues: After a company has a clear brand message and can deliver it across various channels, naturally revenue growth will occur. A successful strategy involves a combination of various departments and efforts.

The Tools of Integrated Marketing Communications

The  IMC prepare for the most part starts with an coordinates showcasing communications arrange that portrays the distinctive sorts of promoting, publicizing, and deals instruments that will be utilized amid campaigns. These are generally limited time instruments, which incorporate everything from look motor optimization (SEO) strategies and standard promotions to webinars and blogs. Conventional showcasing communication components such as daily papers, announcements, and magazines may too be utilized to illuminate and convince shoppers. Marketers must too choose on the suitable combination of conventional and computerized communications for their target group of onlookers to construct a solid brand-consumer relationship (Black, 2004). Notwithstanding of the brand’s limited time blend, it is critical that marketers guarantee their informing is reliable and valid over all communication channels.

The role of IMC in brand building

One of the most critical factors that marketers consider when developing and maintaining a brand identity is the management of its equity. This is especially true for companies with largescale operations. Creating a brand identity that is recognizable and has strong associations with the consumer is very important for businesses (Raja, 2020). Establishing a brand that is both recognizable and compelling is also an integral part of the marketing process. It includes all the points of contact consumers have with a brand, and it can also extend beyond the use of the product or service they have purchased. They can also be reached through various forms of marketing communications, such as mass-media advertising and direct-mail marketing. In today's world of marketing, there are many ways to reach out to potential customers and brands. The challenge for marketers is to find the right tools and methods to make this process successful. A successful IMC program requires marketers to find the right combination of tools and techniques to communicate effectively. This requires them to define their roles and responsibilities, and to coordinate their use.

One of the reasons why a brand or company is so successful is because their promotional content is consistent throughout different platforms. An integrated marketing campaign is an opportunity to show off your creativity while also communicating a distinct message across various channels (Basu & Wang, 2009). The effects of an integrated marketing campaign can be difficult to measure. However, it does seem to affect people’s attention and awareness levels. For instance, if a person is buying a Snickers bar after seeing an ad for Walgreen’s, then they might have been caught in the right spot at the right time. We can’t answer these specific questions, unless you’re talking to a brand about their product or why they sold it.

To conclude, the goal of IMC is not only to affect the perception of behavior but also to affect the perceived value of goods and services. The rapid emergence and diffusion of IMC has associated with the rapid changes in markets and individualization of behavior patterns.

 

 

 

 

 

 

 

 

 

 

 

 

References

Basu, A., & Wang, J. (2009). The role of branding in public health campaigns. Journal of Communication Management; London, 77-91.

Bentley, J. M., White, J. M., Weiss, D., & Shields, J. D. (2016). Teaching Integrated Marketing Communication Campaigns. Teaching Journalism & Mass Communication, 18-35.

Black, J. (2004). Integrated Marketing Communications. College and University; Washington, 53-54.

Elizabeth, M. P., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement. Journal of Research in Interactive Marketing, 185-197.

Pinegar, G. (2018, july 23). g2. Retrieved from What is IMC? A Beginner's Guide to Integrated Marketing Communications: https://www.g2.com/articles/integrated-marketing-communications

Raja, A. S. (2020). DIGITAL INTEGRATED MARKETING COMMUNICATION (DIMC) AND IT'S LOGICAL RELATIONSHIP WITH CO-BRANDING AND BRAND VALUES WITH REFERENCE TO COKE STUDIO. Academy of Marketing Studies Journal; Arden, 1-21.

Strategic Direction. (2006). The importance of marketing strategy: Gaining the competitive edge with Integrated Marketing Communications (IMC). Strategic Direction; Bradford, 23-25.