An Introduction to Integrated Marketing Communications

Today the market place is flooded with a complex set of competitors battling for the customers in a rapidly changing environment. Small businesses, internet-based organisations, and global conglomerates that have expanded through mergers and acquisitions are all part of worldwide marketing environment.   

All these organisations have a wide variety of media available. The companies should use these wide variety of media to be heard in a clear fashion. The major objective is that the customers must understand the essence of a business and the benefits of the firms goods and services. But this is a challenging task in the face of the cluttered and sophisticated market conditions. 

The three major trends that have emerged and are affecting marketing communications are:

1. Accountability of measurable results -

        The advertising agencies are expected to produce tangible results. Company leaders who hire advertising agencies cannot spend unlimited dollars on the marketing program. The push for accountability comes from CEOs, CFOs and boards of directors who seek visible, measurable results from marketing expenditures.

 2. Changes in tasks performed by key players in advertising programs

      

   

3. Increased use of alternative media-

     

                                             

                                Alternative media- click here

                                                

 

Communication and IMC Programs

The communication process

An effective integrated marketing communications program integrates numerous marketing activities into a single package in order to effectively reach target market and other audiences.

A complete IMC plan incorporates every element of the marketing mix: products, price, distribution methods , and promotions.

The components of promotion

An Integrated Marketing Communications Plan

Integrated marketing is based on a strategic marketing plan . The plan coordinates efforts in all components of the marketing mix. The purpose is to achieve harmony in the messages sent to customers and others. The same plan integrates all promotional efforts to keep the company's total communications program in sync.

The following are the steps required to complete a marketing plan:

• Situation analysis
• Marketing objectives
• Marketing budget
• Marketing strategies
• Marketing tactics
• Evaluation of performance

A study conducted by the American Productivity & Quality Center indicates that four stages are involved in designing the IMC system:

• Identify, coordinate, and manage all forms of marketing communication
• Analyze customer contact points
• Use information technology to better serve customers
• Use information technology to assist corporate strategic planning

Trends Impacting Integrated Advertising and Marketing Communications

The several trends linked to the increasing importance of integrated advertising and marketing communications program are:

• Development of information technology
• Changes in channel power
• Increase in competition 
• Brand Parity
• Integration of Information by consumers
• Decline in effectiveness of television advertising

Increase in competition

Brand Parity