IntroductionBuilding good customer relationships calls for more than justdeveloping a good product, pricing it attractively, and making itavailable to target customers.Companies must also communicate their value propositions tocustomers, and what they communicate should not be left tochance !!!chance !!!All communications must be planned and blended into carefullyintegrated programs. Just as good communication is important inbuilding and maintaining any kind of relationship, it is a crucialelement in a company’s efforts to build profitable customerrelationships.
What do we mean by IMC?Integrated Marketing Communications (IMC) is carefullyintegrating and coordinating the company’s manycommunications channels to deliver a clear, consistent, andcompelling message about the organization and its products.
Integrated Marketing CommunicationsSo, Integrated Marketing Communications (IMC) is a customercentric, data driven method of communicating with thecustomers. IMC is the coordination and integration of allmarketing communication tools, avenues, functions and sourceswithin a company into a seamless program that maximizes theimpact on consumers and other end users at a minimal cost.This management concept is designed to make all aspects ofmarketing communication such as advertising, sales promotion,public relations, and direct marketing work together as a unifiedforce, rather than permitting each to work in isolation.
Integrated Marketing CommunicationsIntegrated marketing communications (IMC) is a process formanaging customer relationships that drive brand value primarilythrough communication efforts.Such efforts often include cross-functional processes that createand nourish profitable relationships with customers and otherstakeholders by strategically controlling or influencing allstakeholders by strategically controlling or influencing allmessages sent to these groups and encouraging data-driven,purposeful dialog with them.
Integrated Marketing CommunicationsIMC includes the coordination and integration of all marketingcommunication tools, avenues, and sources within a companyinto a seamless program in order to maximize the impact on endusers at a minimal cost.This integration affects all firms business-to-business, marketingchannel, customer-focused, and internally directedchannel, customer-focused, and internally directedcommunications.Integrated Marketing Communications is a simple concept. Itensures that all forms of communications and messages arecarefully linked together.
What is promotion mix?A company’s total promotion mix (also called its marketingcommunications mix) consists of the specific blend of advertising,public relations, personal selling, sales promotion, and directmarketing tools that the company uses to persuasivelycommunicate customer value and build customer relationships.“The promotion mix is the marketer’s bag of tools for“The promotion mix is the marketer’s bag of tools forcommunicating with customers and other stakeholders. To delivera clear and compelling message, these tool must be carefullycoordinated under the concept of integrated marketingcommunications”.
What is promotion mix?Definition:“Promotion mix (or marketing communications mix) are thespecific blend of promotion tools that the company uses topersuasively communicate customer value and build customerrelationships ” .
What is promotion mix?The five major promotion tools are de-fined as follows:• Advertising : Any paid form of non-personal presentation andpromotion of ideas, goods, or services by an identified sponsor.• Sales promotion : Short-term incentives to encourage thepurchase or sale of a product or service.• Personal selling: Personal presentation by the firm’s sales forcefor the purpose of making sales and building customerrelationships.
What is promotion mix?• Public relations: Building good relations with the company’svarious publics by obtaining favorable publicity, building up a goodcorporate image, and handling or heading off unfavorable rumors,stories, and events.• Direct marketing: Direct connections with carefully targetedindividual consumers to both obtain an immediate response andindividual consumers to both obtain an immediate response andcultivate lasting customer relationships.
Promotion MixEach category involves specific promotional tools used tocommunicate with customers.For example, advertising includes broadcast, print, Internet,outdoor, and other forms. Sales promotion includes discounts,coupons, displays, and demonstrations.Personal selling includes sales presentations, trade shows, andincentive programs. Public relations (PR)includes press releases,sponsorships, special events, and Web pages.And direct marketing includes catalogs, telephone marketing,kiosks, the Internet, mobile marketing, and more.
Promotion MixAt the same time, marketing communication goes beyond thesespecific promotion tools. The product’s design, its price, the shapeand color of its package, and the stores that sell it allcommunicate something to buyers.Thus, although the promotion mix is the company’s primarycommunications activity, the entire marketing mix- promotion andcommunications activity, the entire marketing mix- promotion andproduct, price, and place must be coordinated for greatestcommunication impact.
The new Marketing Communications ModelToday, however, marketing managers face some new marketingcommunications realities. Perhaps no other area of marketing ischanging so deeply as marketing communications, creating bothexciting and anxious times for marketing communicators.In recent times marketing strategies are changing. As massmarkets have fragmented, marketers are shifting away from massmarkets have fragmented, marketers are shifting away from massmarketing… more and more, they are developing focusedmarketing programs designed to build closer relationships withcustomers in more narrowly defined micro-markets.
The new Marketing Communications ModelSweeping advances in communications technology are causingremarkable changes in the ways in which companies andcustomers communicate with each other. The digital age hasspawned a host of new information and communication toolsfrom smart-phones and iPods to satellite and cable televisionsystems to the many faces of the Internet (e-mail, social networks,blogs, brand Web sites, and so much more).blogs, brand Web sites, and so much more).These explosive developments have had a dramatic impact onmarketing communications. Just as mass marketing once gave riseto a new generation of mass-media communications, the newdigital media have given birth to a new marketingcommunications model.
The new Marketing Communications ModelAlthough television, magazines, newspapers, and other massmedia remain very important, their dominance is declining. Intheir place, advertisers are now adding a broad selection of morespecialized and highly targeted media to reach smaller customersegments with more personalized, interactive messages.The new media range from specialty cable television channels,The new media range from specialty cable television channels,DTH and made-for-the-Web videos to Internet catalogs, e-mail,blogs, cell phone content, and online social networks.In all, companies are doing less broadcasting and morenarrowcasting.