Using marketing tactics to send stakeholders a consistent message about the company's brands is known as integrated marketing communications (IMC). Combining techniques strengthens communication because it makes the most of each channel's advantages, which, when used together, create a clearer and more significant impact than when used separately. IMC mandates that marketers define the parameters surrounding the components of the promotional mix and take into account the potency of the campaign's message.
Integrating messages across communication disciplines, creative executions, media, timing, and stakeholders is the emphasis of integrated marketing communications, a comprehensive planning process. This integrated approach, which has been called a paradigm shift, has become the common method used by businesses to develop and carry out their marketing communication initiatives. In order to establish a consistent brand message, IMC unifies and coordinates an organization's marketing communications.
When a brand's communications are coordinated, it appears more reliable and solid because it is perceived as a "whole" rather than as a collection of various messages. The marketing, advertising, and promotion "big picture" is examined from an IMC perspective.
What integration means?
Creative and strong messages that stand out can be produced by fusing the media and the creative.
The definition of integration in the phrase integrated marketing communications is not entirely agreed upon in the literature. Throughout the short history of IMC, the idea has changed, and as a result, various interpretations of what integration means have been offered. Because IMC is still in an early stage of theoretical development and research, there are many distinct perspectives that can be used to describe the various viewpoints around IMC and its significance. It is anticipated that these many viewpoints will converge as the discipline develops.
Functions of Integration
Functional integration is the ability of several promotional tools to work in concert with one another and convey a single, cogent message. Advertising, public relations, personal selling, sales promotion, and other communication disciplines all have advantages and disadvantages. For instance, it is commonly acknowledged that traditional advertising works wonders for raising brand recognition but is far less successful at generating sales. Consumers may resort to alternative forms of advertising when they get closer to making a purchase, such personal selling or direct marketing. A thoroughly thought-out communications campaign will use a variety of techniques to drive the consumer through the many stages of the buying decision, from need awareness through the purchase and post-purchase stages.
Message Integration
Image integration and creative integration are other names for message integration. Consistency in executions inside and among the many types of marketing communications, as well as through time, is a major responsibility for IMC. Regardless of the media or technology, everything associated with an IMC campaign should have a consistent look and feel. Integration of messages does not necessitate identical messages. It instead means that every marketing tool, including advertising, direct mail, collateral materials, packaging, posters, corporate vehicles, business cards, and office stationery, should be instantly recognizable as being a part of the same livery.
Media Integration
Media integration Coordinating various media channels to maximize the efficacy of marketing communications campaigns is a major focus of IMC strategy. When consumers contact with a brand repeatedly, if brand communications "display implied brand values and visuals that are consistent across different media channels, then clearly these channels function in a mutually reinforcing manner, it's possible that some messages won't work in other media. For instance, sex appeals ads may be effective on TV because movement encourages sensuality, but they may fall flat in a static media like print. In these situations, it's crucial that the secondary media complement the primary media and that the messages mesh.
Integrating of Time
When messages are timed to support one another and reach potential customers at different points, based on when they are most responsive to particular sorts of messages or on the consumer's readiness to buy, this is referred to as integration of timing.
Other forms of integration
Additional varieties of integration consist of the following:
In order to deliver a consistent message, several internal and external agencies (such as web designers, advertising agencies, PR consultants, and graphic designers) collaborate in a process known as coordinated integration.
Stakeholder integration is the process through which all parties involved (such as consumers, suppliers, and workers) work together to spread a common understanding of the company's most important messages and values.
Relational integration describes how marketing managers and advertising managers, for example, contribute to the organization's broader business objectives and quality control.
integrated planning methods for marketing communications
Inside-out strategy
The conventional method of planning marketing communications is a inside-out strategy. By determining the goals and objectives, which are frequently based on what has traditionally been done, planning starts within the organization. It then becomes the responsibility of communication to sell the organization's message to "outside" or external stakeholders.
outside-in strategy
Integrating marketing communications from the outside in aims to comprehend consumer needs and desires. This strategy establishes significant progression in addition to the prior category. Businesses can get in-depth understanding of consumers' needs and, as a result, can adapt how they approach meeting those needs. Relationship marketing helps establish a history of regular communication between businesses and stakeholders, which fosters trust.
Post a Comment