Brand promotion is an essential part of every business; it not only helps businesses to promote their product and services among the target customers but to sustain the cutting edge competition for long.

1. Challenges of Integrated
Marketing Communication
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2. “Integrated marketing communication is a way of looking at the
whole marketing process from the view point of customers.”
Brand promotion is an essential part of every business; it not only helps
businesses to promote their product and services among the target
customers but to sustain the cutting edge competition for long.
But what actually is Integrated Marketing Communication?
According to the definition on Wikipedia, “IMC is the use
of marketing strategies to optimize the communication of a consistent
message of the company’s brands to stakeholders.”
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3. In other words, integrated marketing communication is the coupling of
different marketing channels like social media, traditional methods,
personal selling, public relations, etc. in a way to harness their benefits
individually as well as collectively. It covers activities that stimulate
demand which form part of the communications mix in the broader
marketing management framework.
While IMC has several benefits, it has its own barriers and limitations.
Barriers to Implementation
•Internal Conflicts – Implementing IMC in any organizational set-up
with strong hierarchy may cause issues due to the disagreements among
the staff. It is possible that the peers may not perform well, which further
jeopardizes the work environment.
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4. Tip: The organization should have an open perspective where the
communication among the peers is purposefully managed.
Also Read: Types of Motivational Theories of Management
•No support from Top Management – For IMC to succeed in any
organization, it is vital to have the commitment from the employees at all
the levels, including senior management. Plus, both the marketing and
corporate goals should be considered simultaneously. When the senior
management is not involved in the process, it could lead to IMC being
deprived of useful resources.
Tip: To ensure that IMC’s programme is valuable, higher levels of the
business should agree with the efforts of staff in the strategic planning.
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5. •Merging Technology – Unifying data collected from each channel is
a must to ensure that integrated marketing program makes sense for
any organization. However, if the organizations do not have the
necessary technology to tie the data together, results are naturally
limited.
Also Read: 4 Best Ways for Small Business Owners to Establish
Their Brand
Have you ever experienced any issues while implementing IMC? Feel
free to share your experiences with our readers.
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6. Contact us at
info@easymnotes.in
Thank you!
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