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. Various components of Integrated Marketing
Communication as under:
1. 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.
2. 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.
3. Brand Focus - Brand Focus represents the corporate identity of the brand.
4. 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.
5. 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.
6. 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.
7. 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.