Globally Integrated Marketing Communications (GIMC) is a system of promotional management which coordinates global communications across both countries and promotion disciplines, regardless of whether a standardized or adaptive strategy is employed.
Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.
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.
The starting point of the integrated marketing communications ( IMC ) process is the marketing mix that includes different types of marketing , advertising, and sales efforts. Without a complete IMC plan , there is no integration or harmony between client and customers.
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.
Tools of Integrated Marketing Communications Advertising . Personal selling . Direct Marketing . Mobile Marketing. Social Media Marketing. Public Relations . Sales Promotion . Sponsorships.
Integrated Marketing Communications ( IMC ) is a strategic , collaborative, and promotional marketing function where a targeted audience receives consistent and persuasive brand messaging through various marketing channels in an integrated way to move buyer’s through the decision making process.
In addition to the three benefits mentioned above, three elements drive the success of integrated marketing campaigns: timing, consistency, media mix.
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.
There are five (sometimes six) main aspects of a promotional mix: Advertising , Personal selling , Sales promotion , Public relations , and Direct marketing .
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.
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 .
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.