Trigger 5
Integrated Marketing Communication (IMC)
1
What is IMC and what does it mean for a company to follow IMC (is it a
strategic or an operational tool)?
Integrated marketing communications (IMC) is the use of marketing strategies to optimise the communication of a
consistent message of the company's brands to stakeholders.
Or IMC means integrating all the promotional tools, so
that they work together in harmony. It ensures that all forms of communications
and messages are carefully linked together.
The video bellowed illustrate IMC in an interesting way:
The Different Types of Integrated Marketing Communication
- External: This is in the
event where a company outsources the task of marketing to a marketing firm
or a public relations firm. The firms are then tasked to design and
develop the most effective strategies for the contracting firm.
- Internal: Internal
marketing integration involves the top level management ensuring that the
employees are happy and excited about developed new products. This ensures
that the workers leak the details prematurely hence exciting prospective
customers even before the product hits the target market.
- Horizontal: This
contributes to a very crucial part in the development of a product or
service. This demands a lot of efficiency between the team tasked to
develop and the distribution team as well as the finance team. This open
flow of information provides the requisite synergy required to make the
strategy a success.
- Vertical: Under this, the strategy demands that the product developed to fit with the corporate policy as well as the structure of the company. This means that the product has to be within the breadth of the company’s mission and goals.
For example:
Coca Cola’s viral “Share a Coke” campaign is one of the
most recognizable and effective integrated marketing campaigns to date.
The brand used their clever
campaign hashtag, #shareacoke, across all social media channels and published
effective videos that transformed the phrase, into an all inclusive experience
which highlighted a sense of pride and sense of personal ownership.
The important of
IMC:
IMC creates brand awareness among customers
at a minimal cost. Through IMC, similar message goes to
customers simultaneously, eventually creating a better impact on them. The
end-user does not even think of buying Brand B, if features and benefits of
Brand A are communicated well to the end-users.
IMC focuses on not only winning new customers
but also maintaining long term relationship with them. It ensures two way dialogue with customers - a must in all business.
Customer feedbacks need to be monitored and their feedbacks are valuable and need to be
evaluated carefully. It ensures the brand (product or service) is an instant
hit among end-users. It also develops a sense of attachment and loyalty among
end-users.
IMC saves time which is often lost in
figuring out the best marketing tool. From IMC, marketers
can smartly blend and integrate all marketing tools for better response. It ensures
that the customer gets the right message at the right place and right time.
The 5 steps in IMC
process:
Sources:
http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html
https://www.sketchbubble.com/en/powerpoint-integrated-marketing-communications.html
2 Who are in charge of IMC? What are the roles of the company and the different agencies (such as marketing/brand/communication/advertising/media/research agencies)?
Who
are in charge of IMC:
- Senior
Management, all managers, Advertising, PR, Sales Promotions staff.
- Everyone in the
company has to be aware of the IMC
- When agencies
take care of IMC the initiative has to come from the client still
Some of the responsibilities of an IMC
manager are:
- Synchronize with
a variety of teams and departments to ensure various functionalities for
all shows; design all agendas for prime speakers and monitor all
prospective client events
- Design various
techniques for trade show, design communication and messages for all
marketing procedure and prepare required plan for sales
- Prepare required
presentations for customers, use various strategies to combine marketing
processes and collaborate with the internal stakeholders to develop
quality procedures
- Design and trace
all the best practices implemented for all marketing communication
activities
- Maintain a
variety of case studies, monitor everyday requests from the department to
ensure the required response and prepare monthly reports for different
status planning
- Plan for various
evaluation management procedures, assess all daily and weekly publications
and follow various external and internal programs
- Develop all
promotional materials and collaborate with different teams to assure
appropriate news releases and create client presentations
- Carry out various
external as well as internal communication activities and prepare plan and
apply various communication events
- Monitor
communication deliverables of each day on a regular basis, make brief
presentations of all, evaluate all marketing tactics and develop plans for
various projects
- Handle a variety
of editorial bureau calendars, make necessary reports for the same and
collaborate with various subject matter specialists to design different
content
- Ensure
appropriate utilization of all email, draft mail to retain potential
clients, design multiple press strategies, promote different events and
ensure necessary utilization of paid search programs.
Sources:
https://www.managementstudyguide.com/integrated-marketing-communication-tools.htm
3 How does/should the client company follow IMC? What are the roles of its different agencies?
Guidelines for the
client to preserve relationship with advertising agency:
- A branding agency is a firm that specialises in creating and launching brands, as well as rebranding. The role of a branding agency is to create, plan and manage branding strategies for clients, but can also involve support in terms of advertising and other forms of promotion.
- A market research agency offers services to clients, comprising a group of researchers and an administrative infrastructure. An agency may offer qualitative research, quantitative research, or both, increasingly supplemented by consultancy services, workshop facilitation and so on. Agencies vary in size from one or two individuals to several hundred people, though qualitative specialist agencies tend to be at the smaller end of this range.
- An advertising agency, often referred to as a creative agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally independent from the client; it may be an internal department or agency that provides an outside point of view to the effort of selling the client's products or services, or an outside firm. An agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well.
- Media agencies advise companies on how and where to advertise, and on how to present a positive picture of themselves to the public. Primary services include advertising, public relations and other forms of media management.
Advice to
advertising agency to maintain good relationship with clients:
Suggestion for a client
and advertising agency to maintain their relations:
Sources:
http://kalyan-city.blogspot.fi/2013/08/client-agency-relationship-in.html
References:
http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html
http://kalyan-city.blogspot.fi/2013/08/client-agency-relationship-in.html
Marketing management orientations are different marketing concepts that focus on various techniques to create marketing management orientation, produce and market products to customers. The management usually focuses on designing strategies that will build profitable relationships with target consumers.
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