Integrated marketing communications ( IMC ) provide an approach designed to deliver one consistent message to buyers across an organization’s promotions that may span all different types of media—TV, radio, magazines, the Internet, mobile phones, and so forth.
IMC is different from traditional methods because it allows for companies to more directly access their target audience. Companies can look into where to advertise their product/service and how to advertise it in a way that is more efficient toward their target.
Integrated marketing communications ( IMC ) is an approach to creating a unified and seamless brand experience for consumers across channels. Business Dictionary.com. Integrated marketing is a strategy aimed at unifying different marketing methods such as mass marketing , one-to-one marketing , and direct marketing .
Benefits of Using Integrated Marketing Communications Improved Results. With the traditional marketing, you’ll find businesses setting up different campaigns for separate marketing streams. Improved Brand Image. Cost Effective. Increased Morale. Diversity. Reduced Confusion. Maintained Focus.
While these five promotional mix elements— advertising , PR , promotions, direct marketing , and personal selling —have been around for decades, the marketing world is constantly evolving.
Simply put, employing integrated marketing communications campaigns allows you to create a unified marketing strategy that potentially delivers incredible benefits. Not only does it boost sales and profits, but it also sharpens your competitive edge, and improves brand loyalty.
There are five (sometimes six) main aspects of a promotional mix: Advertising , Personal selling , Sales promotion , Public relations , and Direct marketing .
Strategies that are used to create a “buzz” and make beneficial marketing noise include advertising, public relations, personal selling and sales promotions.
Tools of Integrated Marketing Communications Advertising . Personal selling . Direct Marketing . Mobile Marketing. Social Media Marketing. Public Relations . Sales Promotion . Sponsorships.
Components of IMC include: the foundation, the corporate culture , the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
Southwest Airlines has launched an integrated marketing campaign called “Transfarency.” The airline uses television, radio, print and digital assets to demonstrate how customers will pay for things like checked bags, flight changes and snacks and drinks.
Types of Communication Strategies Verbal communication strategies can be broken down into the two categories of written and oral communication . Written strategies consist of avenues such as e-mail, text, and chat. Examples that fall into the oral category are phone calls, video chats, and face-to-face conversation.
As the field grows, graduates with a master’s degree in integrated marketing communications are in high demand. The market for integrated marketing communications degree holders is strong , and the career opportunities are both varied and lucrative.
Integrated marketing combines multiple types of outreach tactics to most effectively reach a brand’s key audience at every phase of the customer journey. Campaigns are structured to deliver a consistent message to customers as they conduct initial research, make comparisons, and ultimately settle on a decision.
Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money , time and stress . IMC wraps communications around customers and helps them move through the various stages of the buying process.