How to Write an Integrated Marketing Communication Plan Understanding Your Target Audience. Identifying your target audience is the first step to creating a successful plan . Picking the Right Channel for Integrated Marketing . Developing a Consistent Look. Collecting Relevant Information and Writing the Plan . Reviewing Your Plan . Conclusion.
Components of IMC include: the foundation , the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
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 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.
B2C companies such as Coca-Cola, Red Bull, Starbucks, Apple, American Express, Stonyfield Farm/Danone and newcomer GoPro are great examples of companies that are doing IMC right. B2B companies such as Intermedia, Datavail, and Rockwell Automation are also using IMC to achieve business and marketing goals.
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 .
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.
EVALUATING THE OVERALL IMC PROGRAM Market Share. Level of Innovation. Productivity. Physical and Financial Resources. Profitability. Manager performance and development. Employee performance and attitudes. Social Responsibility.
The five traditional elements of the MARCOM mix are Advertising , Direct Marketing , Personal Selling , Public Relations and Sales Promotion .
The first step towards managing integrated marketing communication is to identify the target audience. You need to understand who all are the customers who would actually benefit from your products. Understand their needs and expectations. The second step is to know what you intend to communicate .
Having an awareness of integrated marketing communications allows a company to create a multi-pronged marketing campaign that targets wider audiences. A master’s in integrated marketing communications teaches students how to determine the right channels that will target the right audience with the right messaging.
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.
Integrated marketing communication scores over traditional ways of marketing as it focuses on not only winning new customers but also maintaining long term healthy relationship with them. Integrated marketing communication ensures two way dialogue with customers – a must in all business.
In addition to the three benefits mentioned above, three elements drive the success of integrated marketing campaigns: timing, consistency, media mix.