Integrated Marketing Communications is an integration of marketing tools such as advertising, online marketing , public relation, direct marketing , and sales promotion. Promotional tools are effective when they work together rather than in isolation.
” Integrated Marketing is a strategic approach to integrating communications and interactive experiences targeting defined audiences and individuals which coordinates all aspects of marketing of a brand, including: Paid media (offline advertising, direct marketing and online display and programmatic);
Components of IMC include: the foundation , the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
Examples of market integration are the establishment of wholesaling facilities by food retailers and the setting up of another plant by a milk processor. In each case, there is a concentration of decision making in the hands of a single management.
Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing , public relation activities, direct marketing , sales campaigns to promote brands so that similar message reaches a wider audience.
Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications , or IMC , as we’ll call it, means integrating all the promotional tools, so that they work together in harmony.
The promotional mix is made up of five elements, shown below: Advertising (TV, radio, press, PPC) Advertising covers all avenues where a business pays for their message to be broadcast. Direct marketing & digital marketing (email, social media, gamification, etc) Public relations (PR) Personal selling . Sales promotion .
Although strategies for implementation differ from one company to the next, every holistic marketing approach includes four main components: relationship marketing, integrated marketing , internal marketing, and societal marketing.
Types of vertical integration strategies For example , a supermarket may acquire control of farms to ensure supply of fresh vegetables (backward integration ) or may buy vehicles to smoothen the distribution of its products (forward integration ).
How to Build an Integrated Marketing Campaign Establish your overarching campaign goal. Choose your marketing channels and set goals for each one. Define your buyer personas by channel. Identify your channel managers. Create adaptable marketing assets and messaging. Establish your plan for collecting leads.
8 Key Components of Integrated Marketing Print Marketing. Even in this digital age, print is an important component of an integrated marketing campaign. Banner Ads. Landing Pages. Email Marketing. Social Media. Organic Search Engine Marketing. Paid Search Engine Marketing. Direct Mail Marketing.
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 communications ( IMC ) is a process through which organizations accelerate returns by taking a customer-centric approach to aligning their marketing and communication objectives with their business or institutional goals. (Definition provided by Don and Heidi Schulz.)