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.
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.
The primary role of IMC is to systematically evaluate the communication needs and wants of the buyer and, based on that information, design a communication strategy that will (a) provide answers to primary questions of the target audience, (b) facilitate the customer ability to make correct decisions, and (c) increase
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.
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.
Components of IMC include: the foundation, the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
The goal of IMC is to generate short-term financial returns and build long-term brand value.
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.
Overview. Marketing communications includes advertising , promotions, sales, branding, campaigning, and online promotion. The process allows the public to know or understand a brand. With growing technology and techniques, the direct participation of customers is made.
The six major modes of communication in marketing include advertising, digital marketing, direct marketing , personal selling , public relations and sales promotion .
Benefits of Integrated Marketing Communications IMC wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.
IMC plays a serious role by making firms more operative and effective in reaching their goals. This operative reaches would increase the brand equity of the firm thus will help firms in reaching greater financial performance.
7 ways to create a successful integrated marketing campaign Step 1: Have a clear understanding of who your target audience is. Step 2: Pick your channels. Step 3: Have a consistent look. Step 4: Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels. Step 5: Ensure that your messaging is integrated .
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.
Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money , time and stress . IMC wraps communications around customers and helps them move through the various stages of the buying process.