2. Introduction to Integrated Marketing
Communication
It is important for organizations to promote their
goods and services well among the end-users not
only to beat contenders but also survive in the
long run,
The promotion creates and increases awareness
of products and services among the consumers
and eventually lead sales growth, revenue and
survival of the business.
3. Marketing Mix
It mainly includes; Product; Price; Place and Promotion.
Promotion: Promotion is an activity of marketing through which
the marketer try to promote their goods and services among the
prospective group of customers.
Advertisement
Sales promotion
Personal selling
Publicity
Public relation
Direct marketing
4. Definition of Integrated Marketing
Communication
Integrated marketing communication can be
defined as the integration of all the forms of
communication and messages so that the
marketing organization can create an impactful
promotional impact on their target and
prospective customer groups.
5. IMPORTANCE OF INTEGRATED
MARKETING COMMUNICATION
IMC enables marketers to combine all their communication to help them plan and
create a synergistic approach
It wraps all the brand’s communication around customers, making their purchase
journey smoother and easier
Integrated marketing communication promotes consistency in internal as well as
external communication
The target customer understands the different kinds of information the brand wishes
to disseminate rather than being confused about the vast amount of inconsistent
messaging
IMC gives an organization an edge over competitors and boosts sales. While
communicating with the customer, the brand builds a relationship with them and
creates a seamless buying experience, eventually leading to a lifelong, loyal client
base.
6. IMPORTANCE OF INTEGRATED
MARKETING COMMUNICATION
A well-coordinated IMC approach aligns short and long-term
marketing to avoid any conflicts
A unified and coherent message has more impact than myriad
messages. IMC helps a brand stand out among the barrage of
advertisements and campaigns that a customer is targeted with on
a daily basis.
Inconsistent communication increases anxiety, confusion and
frustration in customers. An integrated message will shorten the
time taken by the customer to decide what to buy and will also give
them a reassuring sense of order.
7. Four key things to note about
IMC:
IMC is an ongoing process, not just a one-off campaign. That process
includes strategic planning, measurement, and refinement of
communications.
The goal of IMC is to accelerate returns. This most often means growing
revenue faster.
IMC is customer-centric. Marketing is no longer about pushing out
messages and hoping people will listen. We must understand and develop
empathy for the people we are trying to reach — and put them at the core
of our efforts.
IMC is about aligning objectives with goals.
