Integrated Marketing Communication
Imagine attending a recital of an orchestra. The melodious symphony comes from the collective resonance of all the instruments. Every instrument has a specific task; the goal is to have them come together in a way that produces beautiful music. Integrated marketing communication is similar, here advertising might be your violin, social media your piano, public relations your trumpet and so on.
Integrated marketing communications (IMC) is defined as the process of organization, planning, and monitoring of marketing components and data to control and influence brand information, associations, and experience.
It involves the coordination and integration of all the marketing tools into a single program which leverages the effect on end users and customers at the minimal cost.
The benefits of IMC
IMC is indispensable to both B2C and B2B companies. Integrated communication aims to develop and maintain a healthy mutual relationship with the customer. This is particularly important for maintaining brand value, since modern consumers expect to be able to interact with brands before, during and after a purchase or service. In other words, “IMC builds the relationships that build brands”. IMC is consumer-centric — which implies that it lays emphasis on meeting the needs of the target market by considering customer feedback.
IMC maps communications around customers and helps them traverse through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.
This ‘Relationship Marketing’ builds a bond of loyalty with customers which can protect them from competition. The ability retain a customer imparts a powerful competitive edge.
IMC also increases profits through improved effectiveness. At the grassroot level, a singular message would have more impact than a plethora of messages. In a fast paced life, a concise, and simple message stands a better chance of making it through the thousands of advertisements bombarded on the consumers daily.
Campaigns with IMC done right
With integrated marketing plans, each and every Oreo communication is built around a key consumer insight. Oreo uses integrated marketing strategy to engage its consumers.
In order to communicate with its target customers, Coke employs IMC tools such as ATL advertisements, digital marketing campaigns, social media marketing, sales promotion and PR activities.
IMC: The way forward
Integrated marketing provides a holistic approach towards branding. Grounded in advertising and direct media communications, IMC has emerged as the premier way for organizations to manage customer experiences in the digital age. By coordinating all aspects of marketing mix to promote a product, IMC enables spot-on execution, succeeding across multiple platforms.
It is crucial for organizations to promote their brands well among the end-users not only to outshine competitors but also survive in the long run. With the increased need of penetration and brand awareness, more and more companies are exploring newer ways to market their products. This trend of brands going all out in advertisements, campaigns and activities is only going to get more frequent, and it is safe to conclude that IMC is here to stay.
