INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives.
Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives.
Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Internet Marketing Strategies for Ecommerce WebsitesHubSpot
Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.
Want to learn all about online marketing but not sure where to start? In today's presentation we give you the 101 free online marketing resources that we personally used to learn the craft.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
2. IMC Communication Tools
IMC Communication Tools
Advertising
Direct
Marketing
Interactive/
Internet Marketing
Sales
Promotion
Publicity/Public
Relations
Personal
Selling
3. Any paid form of nonpersonal communication about an
organization, product, service, idea or cause by an
identified sponsor.
Advertising
4. • Advertiser controls the message
• Cost effective way to communicate with
large audiences
• Effective way to create brand images and
symbolic appeals
• Often can be effective way to strike
responsive chord with consumers
Advantages of advertising
5. Disadvantages of advertising
–High costs of producing and running ads
–Credibility problems and consumer skepticism
–Clutter
–Difficulty in determining effectiveness
6. Classifications of Advertising
Advertising to Consumer Markets
• National advertising
• Retail/local advertising
• Advertising to increase demand
–Primary demand for the product category
–Selective demand for a specific brand
Business & professional advertising
•Business-to-business advertising
•Professional advertising
•Trade advertising
7. A system of marketing by which organizations communicate
directly with target customers to generate a response and/or
a transaction.
Direct Marketing
8. • Changes in society have made consumers more
receptive to direct-marketing
• Allows marketers to be very selective and target specific
segments of customers
• Messages can be customized for specific customers.
• Effectiveness easier to measure
Advantages of direct marketing
9. • Lack of customer receptivity and very low response
rates
• Clutter (too many messages)
• Image problems – particularly with telemarketing
Disadvantages of direct marketing
11. A form of marketing communication through interactive
media which allow for a two-way flow of information
whereby users can participate in and modify the content
of the information they receive in real time.
Interactive/Internet Marketing
12. • Can be used for a variety of IMC functions
• Messages can be tailored to specific interests and needs
of customers
• Interactive nature of the Internet leads to higher level of
involvement
• Can provide large amounts of information to customers.
Advantages of interactive/ internet marketing
13. • Internet is not yet a mass medium as many
consumers lack access
• Attention to Internet ads is very low
• Great deal of clutter on the Internet
• Audience measurement is a problem on the
Internet
Disadvantages of interactive/ internet marketing
14. Interactive/Internet Marketing
Use of the Internet as an IMC Tool
• As an advertising medium to inform, educate and persuade
customers
• As a direct sales tool
• To obtain customer database information
• To communicate and interact with buyers
• To provide customer service and support
• To build and maintain customer relationships
• As a tool for implementing sales promotion
• As a tool for implementing publicity/public relations programs
15. The Internet is an important IMC tool for
American Airlines
Source: Courtesy American Airlines.
16. Marketing activities that provide extra
value or incentives to the sales force,
distributors, or ultimate consumers and
can stimulate immediate sales.
Sales Promotion
Trade-oriented
– Targeted toward marketing
intermediaries such as
retailers, wholesalers, or
distributors
• Promotion allowances
• Merchandise allowances
• Price deals
• Sales contests
• Trade shows
Consumer-oriented
–Targeted to the ultimate
users of a product or
service
• Coupons
• Sampling
• Premiums
• Rebates
• Contests
• Sweepstakes
• POP materials
17. Sales Promotion Uses
Introduce new products
Get existing customers to buy more
Attract new customers
Combat competition
Maintain sales in off season
Increase retail inventories
Tie in advertising & personal selling
Enhance personal selling efforts
18. Publicity
Advantages of publicity
–Credibility
–Low cost (although not totally free)
–Often results in word-of-mouth
Disadvantages of publicity
–Not always under control of organization
–Can be negative
Nonpersonal communication regarding an
organization, product, service, or idea not
directly paid for or run under identified
sponsorship.
19. Publicity Vehicles
News Releases:
–Single-page news stories sent to
media who might print or broadcast
the content.
Feature Articles:
–Larger manuscripts composed and
edited for a particular medium.
Press Conferences:
–Meetings and presentations to
invited reporters and editors.
Special Events:
–Sponsorship of events, teams, or
programs of public value.
20. Advertising Versus Publicity
FACTOR ADVERTISING PUBLICITY
Control Great Little
Credibility Lower Higher
Reach Achievable Undetermined
Frequency Schedulable Undetermined
Cost Specific Unspecified/low
Flexibility High Low
Timing Specifiable Tentative
21. Public Relations
Tools used by Public Relations
Publicity
Special publications
Community activity participation
Fund-raising
Special event sponsorship
The management function which evaluates public
attitudes, identifies the policies and procedures of
an individual or organization with the public interest,
and executes a program of action to earn public
understanding and acceptance.
22. Direct person-to-person communication
whereby a seller attempts to assist
and/or persuade perspective buyers to
to purchase a product or service.
Personal Selling
Disadvantages of personal selling
– High costs per contact
– Expensive way to reach large
audiences
– Difficult to have consistent and
uniform message delivered to
all customers
Advantages of personal selling
– Direct contact between buyer
and seller allows for more
flexibility
– Can tailor sales message to
specific needs of customers
– Allows for more direct and
immediate feedback
– Sales efforts can be targeted
to specific markets and
customers who are best
prospects.
23. Coordinating the promotional mix
elements to develop a controlled,
integrated program of effective
marketing communications.
Promotional Management
Considerations for developing the
promotional program include:
Type of product
Buyer’s decision process
Stage of product life cycle
Channels of distribution
24. Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Review of Marketing Plan
Advertising
Sales
Promotion
PR/
Publicity
Personal
Selling
Direct
Marketing
Advertising
Objectives
Sales
Promotion
Objectives
PR/
Publicity
Objectives
Personal
Selling
Objectives
Direct
Marketing
Objectives
Message
Strategy
Sales
Promotion
Strategy
PR/
Publicity
Strategy
Personal
Selling
Strategy
Direct
Marketing
Strategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
Internet/
Interactive
Internet/
Interactive
Objectives
Internet/
Interactive
Strategy
Integrated Marketing Communications
Planning Model
25. The Marketing Plan
A document that describes the overall
marketing strategy and programs
developed for a company, product or
brand. The plan includes:
A detailed situation analysis
Specific marketing objectives
A marketing strategy and program that includes
selection of a target market and plans for
marketing mix elements
4. A program for implementing the strategy
5. A process for monitoring and evaluating
performance
26. Situation Analysis
Internal Factors
–Assessment of the firm’s
promotional organization and
capabilities
–Review of the firm’s previous
promotional programs
–Assessment of firm or brand image
and implications for promotion
–Assessment of relative strengths and
weaknesses of product/service
External Factors
–Customer analysis
–Competitive analysis
–Environmental analysis
27. IMC Program Situation Analysis
External Factors
Environmental analysis
– Technological Political/Legal
– Demographic Socio/Cultural
– Economic
Competitive Analysis
– Direct and indirect competitors
– Position relative to competitors
– Size of competitors’ advertising/
promotional budgets
– IMC strategies being used by
competitors
28. IMC Program Situation Analysis
External Factors
Customer Analysis
Who buys our product or service?
Who initiates and makes the decision
to purchase and who influences the process?
How is the purchase decision made?
What attributes or criteria are important to
customers?
What are customers’ perceptions of and attitudes
toward our company, product/service or brands?
What factors influence the decision making process?
Contact points where customers can be reached?
29. Analysis of Communications Process
Analyze best combination of source,
message and channel factors for
communicating with target audience.
Establish communication goals and
objectives.
30. Potential Communications Objectives
Sales
Customer loyalty
Company image
Brand image
Store patronage
Service contract
An inquiry
A visit by a prospect
Product trial
Recommendation
Adoption of the product
31. Contact Points Where Customers
Can Be Effectively Reached
Mass media
Broadcast - radio/TV
Newspapers
Magazines
Direct Marketing
Internet/interactive
Brochures, sales
literature
Publicity/PR
Events/sponsorships
Local
Regional
National/international
Sales Promotions
In-store/POP
Product placements in movies
and television shows
Promotional products
32. Develop Integrated Marketing
Communications Program
Advertising
Determine objectives and budget
Message development
Called “Creative Strategy”
Determine basic appeal
Determine main message
Media strategy
Communication channels
Type of media . . .
Newspapers/Magazines
Radio/Television
Outdoor/Specialty
Select specific media
Specific papers, magazines, TV
programs, radio stations, billboards, or
other media
33. Integrate and Implement Marketing
Communications Strategies
Integrate promotional mix strategies.
Create and produce ads.
Purchase media time and space
Design and implement direct
marketing programs
Design and implement sales promotion
program
Design and implement public relations/
publicity programs
Design and implement interactive/
internet marketing programs
34. Monitor, Evaluate and Control Integrated
Marketing Communications Program
Evaluate promotional program
results and determine
effectiveness
Take actions to control and
adjust promotional programs