Integrated Marketing Communications (IMC) Approach (Essay Sample)

Integrated Marketing Communications (IMC) Approach
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Institution
Integrated Marketing Communications (IMC) Approach
Abstract
Integrated Marketing Communications (IMC) Approach is a concept that emerged late in the 20th century. It is the utilization of unswerving brand messaging across innumerable marketing channels. ICM is thus an emerging approach aimed at establishing brands through messaging that conveys a seamless style and tone across social networking platforms. It also involves organizations dealing directly with their customers. This is done through e-mail marketing newsletters. The main goal of this process is to integrate an organization’s customer-public relationship management roles. This is because online communications and its varied forms come mutually as a fused force. It maximizes the time and monetary marketing budgets usually used up in promoting the overarching product reputation.
This paper will provide a detailed description of an IMC approach. It will also aim at providing an explanation of the rationale for choosing or rejecting certain specific elements in the IMC approach. It will also seek to delve into the changes are supposed to be made as the product/service matures. Towards this end, an explanation of the message that will be communicated through the brand based on the core strategy will be given. This will be followed by a formulation of how effective communication will meet the target market. The internet will provide an important platform on which to use the IMC approach. This will be coupled with an analysis of the most effective method for measuring advertising effectiveness will be assessed.
The IMC components are usually based on a complete service or product understanding as well as the market it serves. This is because brands are viewed either unfavorably or favorably by consumers depending on the organization’s corporate culture. Email and social media marketing usually assist in the definition of an organization’s corporate culture for both potential and existing customers (Belch et al, 2001). This is usually done through a consistent promotion of a brand’s core message, logo or even style. IMC also calls for the employment of elaborate tracking analytics for any express marketing endeavor aimed at assessing customer responses. These include the use of marketing tools in the social media and web analytics, which entails marketing automation. This is normally enhanced through inbound marketing systems. ICM aims at creating a seamless and a unified brand experience targeting consumers across all marketing channels. It begins with the customer. Marketers are involved in a study of what consumers use. They then assess the impact of the messages they convey to their customers.
Schultz and Wang’s 7-step Integrated Marketing Communications Planning Model
According to Schultz and Wang’s 7-step Integrated Marketing Communications planning model, segmentation classification is the first step. This involves segmentation of the customer base. It also involves studying the prospects of the product in the organization’s database. This entails paying attention to customer loyalty and brand modifications to suit the consumers’ needs. The second step is the brand connection stage. This aptly analyzes the organization’s customers or the information that is available in the company’s database. The customers’ attitudes towards the product/service are assessed. A history of how customers enter into contact with the product/service is delved into. This ensures that the most appropriate situation, place and time to communicate with the customers are determined (Fitzgerald, 2001).
The third step entails setting the marketing objectives. The marketing planner sets elaborate marketing objectives which are based on a comprehensive analysis. Fourthly, brand behavior objectives are identified. Marketers are able to identify the appropriate brand contacts. A study of how changes in consumer attitudes influence purchase behavior is done. The fifth step entails setting of the organization’s communication strategies and objectives. The objectives are tailored-made to influence the customer’s purchase behavior, beliefs and attitudes. In the sixth step, the marketer is able to decide on what elements within the marketing mix, may it distribution, price or product can be used to enhance the organization’s customer behavior.
Lastly, the seventh step aims at determining what are the most appropriate communication tactics are vital as far as influencing consumer behavior is concerned. Media marketing, sales promotion, organizing special events and direct marketing are some of the communication tactics that promote a good corporate image. Objectives are set by marketers based on a comprehensive comprehension of the customers’ needs or even the prospects of improving product/service sales. More importantly, all modes of marketing are turned into communication and all communication into product/service marketing. These steps when followed appropriately will help the organization reach a wider market ((Schultz, 1993).
The organizational culture, the 4 P’s, advertising, internet/online marketing, customer & sales service, public relations, promotions, trade shows and corporate philanthropy are the major Integrated Marketing Communications (IMC) components. The organizational culture involves the establishment of elaborate mission and vision statements for the organization. A vision statement is drafted to outlines what the business organization would want to be. An ideal perception of the world is encapsulated.
Towards this end, the organization identifies its potential obstacles. This helps in the crafting of innovative strategies integral to bolster the organization’s performance. The organization looks at the resources that they have in terms of human, capital and financial resources in order to formulate the best approach to carry out the marketing process. The attitudes of business partners and employees are also brought on board. Understanding these attitudes will enable the marketing planners effectuate a realistic strategy that will address the primary needs of the consumers. Moreover, communication in the organization will need to be streamlined as it is the picture of the inward organizational culture and greatly influences the manner through which the organization is perceived by the outside world. It plays a critical in shaping how the external environment perceives the organization. Consequently, this determines how the consumers are going to behave towards the services/products from the organization (Kostant, 1996).
The Four P’s will also be a very important component in the Integrated Marketing Communication (IMC) approach. The first P includes the price, bundled offerings and the pricing for the organization’s products/services. The organization should set a price after carrying out a market survey to determine the consumers’ attitudes and the effect of either a price decrease or a price increase. The second P relates to assessing the product design, usability and accessibility. For the product/service to get a good market reception, it must be designed in manner that is appealing to the customers. Some customers even demand certain important product specifications. The organization should be able to address these significant customer needs. To bolster product accessibility, proper marketing should come in handy. This means that the Integrated Marketing Communication approach will play a vital role as far as improving the product/service marketability is concerned. The organization should ensure that the product/service is usable and that customers to not encounter difficulties while using the product.
The third P involves promotion of the product/service. Planners ought to institute mechanisms that will ensure that all avenues that can bolster sales are utilized in a bid to reach out to the existing and potential customers. The last P relates to place. Planners should devise points of purchase, shopper/in-store experience. The main objective of this is to ensure that buyers easily access the company’s products/services.
The company should also engage in intense advertisement. This should be done through mass/broadcasting advertisement, which is done through print, broadcasts, internet advertising, radio, television and commercials. Moreover, outdoor advertising, which entails the use of street furniture, rest areas, stadiums, taxis, transit, subway advertising and billboards is an Integrated Marketing Communication (IMC) technique that will ensure that the company’s products/service reach as many customers as possible. Online advertising is done through email ads, blogs, newsletters, media ads, classified ads, banner ads, search engine results page and mobile advertising will equally widen the company’s customer base. This is an important avenue through which the company is able to communicate with its customers. This means that the company’s marketing is communication and every communication is marketing.
Lastly, direct marketing involving direct mails to existing and potential customers, catalogs, shopping channels, emails, internet sales, online display advertisements, promotion letters, outdoor advertisements, coupons, fliers and community marketing are vital. Such a comprehensive marketing strategy ensures that the company is able to reap maximum benefits.
It is important that planners in this organization pay attention to internet/online marketing. This will ensure that Search Engine Marketing (SEM), Search Engine Optimization (SEO), email marketing, content...