To be effective , IMC must follow a thorough strategic planning process, and one will be briefly introduced in Chapter 1. It also plays an important role in managing the communication strategies associ- ated with a company ‘ s branding strategy within its overall product and brand portfolio.
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 .
A ” push ” strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy , consumer promotions and advertising are the most likely promotional tools.
The role of integrated marketing communication is to ensure the synergic effect between the brand positioning and values, obtaining a common message of all communication techniques, sent on a special tone, meant to make the difference among products.
Tools of Integrated Marketing Communications Advertising . Personal selling . Direct Marketing . Mobile Marketing. Social Media Marketing. Public Relations . Sales Promotion . Sponsorships.
Step 1: Establish Trust. Step 2: Speak Clearly and Concisely. Step 3: Recognize Problems in Communication. Step 4: Learn How to Use Tone and Body Language.
Components of IMC include: the foundation , the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
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.
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.
For example, Texas-based textile producer Cotton Incorporated uses a push/pull promotional strategy. They push to create customer demand through constantly developing new products and offering these products in stores; and pull customers towards these products through advertising and promotion deals.
A push strategy tries to sell directly to the consumer, bypassing other distribution channels. An example of this would be selling insurance or holidays directly. With this type of strategy , consumer promotions and advertising are the most likely promotional tools.
In simple terms push marketing involves pushing your brand in front of audiences (usually with paid advertising or promotions). Pull marketing on the other hand means implementing a strategy that naturally draws consumer interest in your brand or products (usually with relevant and interesting content).
Define IMC and Features of IMC Customer the focal point: Use communication mix: Coordination of Messages and Media. Build relationships: Encourage behavioural response: Consistency: Post testing of Advertising. Measure impact:
Integrated marketing allows you to spread your marketing message across multiple channels and increases the chances of it being heard. Best of all, customers engaged through multiple channels tend to spend more than other customers. Therefore, spreading your marketing message can increase your return on investment.