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.
What are the components of an integrated marketing communications program? The traditional marketing mix consists of product, price, promotion, and distribution. Traditionally, the promotion component consisted of advertising, sales promotions and personal selling.
Components of IMC include: the foundation, the corporate culture , the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
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.
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 an approach to promoting a message through multiple strategies that work together and reinforce one another. For example, a company may promote a new logo, slogan, or strategy through multiple media such as print, television, web, and social networks.
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.
Good direct marketing campaigns focus on promoting a specific product or service, and call on your customers to act — to receive further information, register their interest, visit your website, make a booking or a purchase.
The six major modes of communication in marketing include advertising, digital marketing, direct marketing , personal selling , public relations and sales promotion .
In order to execute an effective Integrated Marketing Communications (IMC) strategy, marketers must take into account the 6 M’s model; market , mission, message, media, money and measurement. Marketers need to plan before acting, addressing each component of the 6M model.
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.
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.
Apple’s close attention to detail in every stage of product is how it thrives in marketing communications . They also use press integration tools, promotional tools, press releases and introductory meetings for new products to create excitement amongst masses.
4 Examples of Integrated Marketing Done Right Apple’s Immersive Website and Storefronts. Chicago’s Field Museum Brings Art into the Urban Core. Domino’s Helps People Order from Anywhere. Southwest Brings Transparency to Airline Tickets.