Integrated Marketing Communications: An Overview

 Integrated Marketing Communications: An Overview

    Organizations utilize integrated marketing communications (IMC) to brand and coordinate their communication efforts. IMC is defined by the American Association of Advertising Agencies as "a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum communication impact." The main goal of an IMC strategy is to provide consumers with a consistent experience across all aspects of the marketing mix. Each marketing communication channel reinforces the brand's fundamental image and messaging by working together as part of a coherent whole rather than in isolation.

The Growth of Marketing Communications from Fragmented to Integrated

    Prior to the 1990s, mass communications—the process of delivering information to wide sectors of the population via television, radio, and other media—ruled marketing. Marketing used to be a one-way street. Advertisers broadcasted their products and value propositions with little respect for consumers' different needs, tastes, and values.

    Trade promotions, consumer promotions, branding, public relations, and advertising are all areas where corporate marketing dollars are allocated today. The shift in communication spending away from traditional advertising and mass media has increased the importance of IMC for effective marketing. Marketers and consumers are now perceived as having a two-way interaction.

    Marketing has changed dramatically in recent years, especially in the technology-driven social media economy. Integrating marketing communications and branding strategies to offer a consistent, clear, and concise message to prospective consumers is more vital than ever as a marketer in the globally linked economy.

    Integrated marketing communications (IMC) aims to achieve this by extending traditional marketing tactics to include broader storytelling across a broader (and ever-expanding) set of communication channels between the company and its numerous stakeholders. From a technical standpoint, it's all about recognizing and aligning a marketer's broad toolkit (i.e. advertising, blogs, social media, PR, direct selling, etc.).

                      

The Importance of Integrated Marketing Communication

    Integrated marketing is not a new concept, but it is still relevant in today's environment. There are more marketing channels available today than ever before, and different people can lead and direct different channels.

    Integrated marketing tactics ensure that a brand's message is not disconnected and unclear by bringing all of the brand's communication points together into one cohesive whole. Especially in today's world, when clients are bombarded with news and information of all kinds, integrated marketing sends a single message across all channels.

The Objective

Effective methods result in the formation and maintenance of positive relationships between the organization and its customers. They advertise a company's brands to potential customers, persuading them that trying the new product or service is in their best interests. The overall result is a higher profit margin for the company, which is the major motivation for most entrepreneurial endeavors.

When it comes to advertising products and services among target consumers, brand communication is quite important. The process entails identifying people who are most likely to buy products or services, target audience, and advertising the brand to them to different types of methods.

    

Approaches that Vary

    Since each plan has its own set of goals, no two marketing strategies are alike. The following are the most typical forms of integrated marketing communications plans, each of which is based on the goals of the company that created it:

External

    When a company outsources marketing to a marketing firm or a public relations firm rather of handling it in-house, this is referred to as external marketing. The outside agencies are then charged with creating and implementing the most effective tactics for the company that hired them. When a company needs a fresh viewpoint from professionals who aren't affiliated with the company and are more objective, outsourcing can be advantageous.

Internal

    This assures that staff leak information ahead of time, generating enthusiasm among potential clients even before the products are released. Internal marketing integration entails top-level management ensuring that staff are pleased with—and enthusiastic about—new items in development.

Horizontal Marketing

    This method of marketing brings together many departments that may be working on the same project but in different ways. For example, one department might be in charge of designing a new product while another is in charge of distribution. The synergy required to construct the most successful and comprehensive marketing plan is provided by an open flow of information and communication among key departments.

Vertical

    This approach requires that a product be designed in accordance with business strategy and the company's framework. This implies that the product must fall within the scope of the company's mission and objectives.