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.
Treating marketing departments as separate entities limits communication and reduces operational efficiency. An integrated approach to marketing communications ensures that all channels are aligned and following the same strategy, overarching business objectives and company values.
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 Communication ( IMC ) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional[disambiguation needed] methods to reinforce each other.
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.
Coca – Cola has done an exceptional job in the development and implementation of an IMC plan. Through a combination of advertising in electronic media and out of home campaigns, Coca – cola is able to reach a wider target audience, create awareness, build brand image and drive sales.
How can TV be best used in an integrated marketing communications program ? – can impart brand meaning to either attract people to the brand, or reinforce current relationship with it, through its unique ability to deliver a creative big idea. TV + radio ratings depend on the time of a day a program runs.
Businesses looking to get more exposure and coverage while still keeping synchronized messages across multiple platforms/media will get excellent results from using an integrated marketing communications strategy.
The IMC mix of Nike comprise of advertising, branding, cyber marketing, direct marketing, personal selling, sales promotion and publicity and public relations. It uses traditional as well as online tools of mass media to reach its customers.
These five levels of integration include horizontal integration, vertical integration, data integration, internal integration and external integration. In order for a business to begin implementing the integrated marketing communications model there must be a shift in marketing priorities.
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 is the process of integrating all elements of the marketing communications (promotional) mix to deliver a consistent message and therefore achieve greater impact.
Components of IMC include: the foundation , the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
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.
There are four types of marketing communication , including advertising, public relations, and sales promotions. Being the most powerful device of marketing communication , advertising offers an extended reach to audience and high frequency of message delivery.