Integrated Marketing Communication (IMC)

What is Integrated Marketing Communication (IMC)?

Integrated Marketing Communication (IMC) is a strategic approach used by organizations to create a unified and seamless experience for consumers to interact with the brand or organization. IMC integrates all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, to deliver a consistent message across different channels and touchpoints.

It is important for organizations to promote their goods and services well among the end-users not only to beatcontenders but also survive in the long run, because the promotion creates and increases awareness of products and services among the consumers and eventually leadshigh sales growth, revenue and survival of the business.

To understand integrated marketing communication, let us first discussed about the promotion with the help of marketing mix:

Marketing Mix

Marketing mix is a set of tools which is used by the marketer to (for) satisfying the need and wants of the customers’. It mainly includes; Product; Price; Place and Promotion.

• Promotion: Promotion is an activity of marketing through which the marketer try to promote their goods and services among the prospective group of customers. The promotional mix of an organization includes various elements through which the products are promoted among the consumers.
  
  These elements include:
  • Advertisement
  • Sales promotion
  • Personal selling
  • Publicity
  • Public relation
  • Direct marketing

When the marketer collectively uses all the tools or elements of promotional mix to promote the goods and services is termed as integrated marketing communication. Introduction, Concept and Objectives of IMC

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Concept of Integrated Marketing Communication

Marketing communications is a management process through which an organization engages with its various audiences. Through understanding an audience’s communications environment, organizations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses.

By conveying messages that are of significant value, they encourage audiences encouraged to offer attitudinal and behavioral responses.

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Definition of Integrated Marketing Communication

What is IMC? In simple term, Integrated marketing communication can be defined as the integration of all the forms of communication and messages so that the marketing organization can create an impactful promotional impact on their target and prospective customer groups.

Targeted interaction with customers and prospects using one or more media, such as direct mail, newspapers and magazines, television, radio, billboards, telemarketing, and the Internet. A marketing communications campaign may use a single approach, but more frequently combines several.

In linking the all forms of communications an organization may go for;

• Horizontal Integration: the integration of the marketing mix with the functions of an organization.
  
  
• Vertical integration: whereby an organization integrates the communication objectives with the marketing objectives to support the corporate mission and objectives of the organization.
  
  
• Internal integration: it involves the internal staff of the organization, whereby they remains informed and motivated about the new development from new promotional efforts.
  
  
• External integrating: It involves the integration with all external promotional stakeholders such as advertising and personal relationship agencies in order to develop an effective promotional campaign for any product or services.

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Need of Communication in Marketing

What is IMC need in marketing? To answer this question first we need to understand the simplest marketing system, through which the answer will be depicted itself.

The above figure demonstrates that an organization or a firm collects necessary information about customer needs and wants as well as demand with the help of marketing research and others means, then they produces all such goods and services to sell them to the customers in the market place. This is the stage where the communication or marketing communication takes place a vital role.

Through which the marketer inform the customers about the available goods and services and try to create an image for their product and services through positive association with customer’s feelings with their products and services.

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Benefits of IMC

Let us discuss these benefits in detail.

Improved results

Traditional marketing methods has separate teams to take care of each of the communication channels, for example, Advertising team, PR team, direct marketing team, digital marketing team. This leads to inconsistent press releases, advertising, direct marketing and sales promotions. Consumers see this as disorderly and chaotic. Your company makes tasty food. Marketing determines how your food is displayed.

When your marketing teams lack consistency, it’s like putting delicious food in the fridge. The food’s taste doesn’t change, but its appearance puts customers off. Customers with patience will find their lunch. Most will feel overwhelmed and move on to a clearer brand. An integrated approach combines marketing teams into one huge machine. Blog entries, articles, external marketing firms, sales teams, etc., support press-released content. A unified message boosts customer confidence.

Improved brand image

Have you ever heard the proverb that “you eat with your eyes”? However, this concept extends beyond merely the realm of food. Improving a brand’s image requires having a message that is not only coherent but also uniforms throughout all of the brand’s elements, including style guides, logos, voice and headers, among other things.

By utilising IMC, you can make certain that all of the components of your brand are in perfect alignment. Your market influence will be maximised by taking this united approach and you will carve out a certain niche or industry.

Cost effective

You are already a successful business owner, so you are aware that it is crucial to cut superfluous costs as much as possible to ensure the company’s continued existence. If for no other reason, you should give serious consideration to launching an integrated marketing effort because of this very reason. To begin, you will be able to cut the costs associated with the purchase of or the creation of images and copy for various media. Simply reusing the same material across all of your platforms will help you save money on things like design, authoring and photography.

Increased morale

An improved internal communications strategy can lead to several other significant internal benefits, one of which is a boost in morale. Your teams will need to improve their communication with one another since they will have fewer tasks to do, a greater emphasis on quality and a requirement for uniformity across the board. By keeping lines of communication open between them, teams will be prompted to better understand each other and work together to find solutions to difficulties.

When everyone on your team pulls together and works cohesively, they will become a well-oiled machine that is ready to take on whatever obstacle the campaign throws at them. As a result, they will unquestionably produce fantastic achievements, which will serve as an outstanding morale booster for the staff that you have.

Improved efficiency

Internally, efficiency improves. Strong IMC creates a dynamic, well-connected marketing team. Part of forming this team ensures members that they can access all departments swiftly. With streamlined communication channels and a united aim, your organisation will waste less time on repetitive messages and information requests. Productivity will rise.

You’ll have more cash. If you utilise multiple marketing agencies, an IMC strategy could be to choose one that specialises in integrated marketing. You’ll save money on agency fees and time by consolidating providers.

Diversity

Don’t assume customers will view all your advertise- ments. Experts say potential customers need to hear your message seven times before buying. IMC is crucial for your company. A billboard customer may never see your TV, radio or digital advertisements. If you use integrated marketing communications, your message will be consistent across all mediums.

No potential buyers or clients will miss what you’re presenting with a consistent message. Through diversification, you may reach more clients on their preferred platforms. Different populations prefer email, text messages, social media or podcasts. Diverse marketing techniques let you reach a larger audience.

Reduced confusion

To keep your brand’s reputation intact, you need to do everything in your power to keep your clients from being confused. More sales will be made as a direct result of less customer misunderstanding. Your brand will provide a constant and clear message to consumers, so they know exactly where to buy your items and how to take advantage of any specials you may be offering.

No longer will there be any need for your staff to worry about mistakenly creating contradicting messages, which will greatly improve productivity and turnaround time for your projects. As a result of IMC, consumers are better informed about sales and new product releases, allowing them to make more timely purchases. Furthermore, they are shielded from the threat of rival labels.

Maintained focus

IMC is another strategy for ensuring that your employees continue to get along well with one another within your firm. Your workforce will not only comprehend the message but also the objectives and they will work hard to accomplish the goals.

You’ll be able to construct an effective campaign if you get everyone in your firm working in sync with one another. Addition- ally, you will express the same message both internally and externally, which will boost the possibility of getting good returns on your investment. This will be accomplished by communicating the same message.

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Process of Marketing Communication

The process of marketing communication is an extension of the process of communication;

In general communication is a process of sharing idea, thoughts, message and suggestion by one person to another person, which involves following main elements :

• Idea/ Message: the idea or message is called the subject matter in the communication process because without the subject matter the process of communication cannot be initiated.
  
  
• Sender: the person who initiates the process of communication is called a sender. The sender usually send the message to the receiver.
  
  
• Encoding: is the process of converting the message into meaningful symbols is called encoding. Here the sender convert the message into words, picture, symbol or any other form, which could be easily understandable for the receiver. This element of communication is very much important for the both the sender and receiver.
  
  
• Medium: medium refers to the channels or methods through which the sender send or pass the message to the receiver.
  
  
• Decoding: the process of understanding the message from the side of receiver is called decoding.
  
  
• Receiver: the person who receive the message send by the sender is called receiver.
  
  
• Feedback: the response of the receiver on the message of sender is called feedback.

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Marketing Communication Mix

Generally, marketing communication mix is an integrated term that includes personal selling, direct response marketing, sales promotion, media advertisement, and public relations.

These are the tools associated with strategic activities to communicate with the target audience. The following table illustrates the common platforms of Marketing Communication mix:

Sales Promotion	Personal Selling	Advertisement	Public Relations
Programs	Sales meetings	Print media	Speech
Game, Contest, Lotteries, Coupons etc.	Sales Presentations	Electronic media, Motion pictures	Press Release, Seminars
Gifts, Sampling	Incentive programs	Brochures, Booklets, Magazines	Charitable donations, Lobbying
Exhibition, Trade shows, Offers	Exhibition, Trade shows, Offers	Billboards, Displays	Sponsorships
Low interest financing	Brochure, mailing, etc.	Logos, Symbols	Publications, Company magazine, etc.
Rebates	Digital shopping	Audio & Video materials	Community Relations
Entertainment	TV shopping	Point-of purchase display	Events