An approach to achieving the objectives of a marketing campaign, through a well-coordinated use of different promotional methods that are intended to reinforce each other.
As defined by
the American Association
of Advertising
Agencies, integrated marketing communications " ... recognizes
the value
of a comprehensive
plan that
evaluates the strategic
roles of
a variety of communication
disciplines
advertising,
public
relations, personal
selling, and sales
promotion and combines them to provide clarity,
consistency, and maximum communication impact."
Integrated marketing
communication refers to integrating all the methods of brand promotion to promote
a particular product or service among target customers. In integrated
marketing communication, all aspects of marketing communication work together
for increased sales and maximum cost effectiveness. Let us go through various
components of Integrated Marketing Communication:
The Foundation - As the name suggests, foundation stage involves
detailed analysis of both the product as well as target market. It is essential
for marketers to understand the brand, its offerings and end-users. You need to
know the needs, attitudes and expectations of the target customers. Keep a
close watch on competitor’s activities.
The Corporate Culture - The features of products and services ought to be in
line with the work culture of the organization. Every organization has a vision
and it’s important for the marketers to keep in mind the same before designing
products and services. Let us understand it with the help of an example.
Brand Focus -
Brand Focus represents the corporate identity of the brand.
Consumer Experience - Marketers need to focus on consumer experience which
refers to what the customers feel about the product. A consumer is likely to
pick up a product which has good packaging and looks attractive. Products need
to meet and exceed customer expectations.
Communication Tools - Communication tools include various modes of
promoting a particular brand such as advertising, direct selling, promoting
through social media such as facebook, twitter, orkut and so on.
Promotional Tools - Brands are promoted through various promotional tools such as trade
promotions, personal selling and so on. Organizations need to strengthen their
relationship with customers and external clients.
1. Integration Tools - Organizations need to keep a regular track on customer feedbacks and reviews.
You need to have specific software like customer relationship management (CRM),
which helps in measuring the effectiveness of various integrated marketing
communications tools.
Marketing Mix: A
marketing communication mix is a combination of marketing variables for a
specific product/service, arrived at by choosing the best mix from the 4 Ps of
marketing. It defines how you will position your product in the market. The
four Ps are - Product: brand name, styling, etc. Place: distribution channels,
warehousing, etc. Price: retail price, seasonal pricing, etc. Promotion:
advertising, sales promotion, etc.
1.Advertisement: Any paid form of
non-personal presentation and promotion of ideas, goods, or services by
identified sponsor.
2.
Sales Promotion: A variety of
shot-term incentives to encourage trial or purchase of a product or services.
3. Public Relation And Publicity: A variety of programs designed to
promote or protect a company's image or its individual products.
4.
Personal Selling: Face-to-face interaction with one or more prospective
purchasers for the purpose of making presentations, answering questions, and
procuring orders.
5.
Direct Marketing: Use of mail, telephone, fax, e-mail, or internet to
communicate directly with or solicit a direct response for specific customers
and prospects.