When all marketing practices, resources and tools are used (for an organisation) in an integrated manner to affect the minds Of customers at maximum level along with maximising the organisational profit at minimal cost, it is called Integrated marketing communication. In general, marketing begins with “Marketing Mix”. Marketing communication or promotion is one of the elements of Marketing Mix. Advertising using different media, personal selling, sales promotions (sales and trade promotion), sponsorship marketing, database marketing, public relation, direct marketing and internet marketing are the activities included in promotion. So, the integrated marketing communication is the integration of all these tools with other marketing mix elements in order to a get competitive advantage. ‘Integrated Promotion Mix’ is the other term used broadly for Integrated Marketing Communication (IMC). In conventional marketing, different professional agencies are appointed for the promotional activities. Here, the effect of marketing communications is not evenly distributed which results in contradictory communications making the Customers confused. Therefore, money, time and effort, all are wasted. IMC, on the other hand, maximises the marketing impact on customers as well as other end-users with mimmum expense. A holistic approach to promotion is integrated marketing communication which has the purpose of ensuring uniformity of the message and the complementary use of media. Both online and offline marketing channels are included in this concept.
Objectives of Integrated Marketing Communication
Integrated marketing communication has following main objectives:
- To Create Brand Equity: Creating brand equity through developing global brand as well as effective corporate image is one of the main objectives of IMC. The set of specific features associated with the brand, which is the reason behind increased demand of brand among businesses and consumers, is called ‘brand equity’. With the combination of integrated marketing communication and quality products, these specific features can be increased. Due to increased brand equity, more customers move towards brand, this in turn, adds distinct benefit to the organisation, IMC is an important element in the process of building brand equity, Being of mind” and being “consumers’ top choice” are the two main features of successful brands. One particular brand is always pointed out when consumers are questioned to name a brand in a given product category. This particular brand name has the feature of being top of mind.
- To Provide Information: Along with having objective of creating brand equity, IMC is also focussed towards other objectives. One such objective is to provide useful information to consumers as well as organisational buyers. Information provided to customers may involve store hours of a particular retailer, detailed description of a particular product, or even business location. Complete and relevant information helps in making the purchase process convenient and quite simple. It induces the consumer to select a store and complete the purchasing process.
- To Influence Consumer Choices: Another objective of IMC is to influence the consumer choices. It acts like a guide or counsel for customers and makes them use their dominance power (king of the market) in the most effective way. By providing updated and complete information about available products and services, IMC enables the customers to purchase sensibly. It is the objective Of ‘MC to show customers the superiority of a particular brand over another brand. It also highlights the consequences of avoiding a particular brand. It is very difficult to modify consumer attitudes and thereafter convince them to sustain the new choice.
- To Differentiate Product: Differentiating the organisational product with that of the competitors’ is another important objective of IMC. The process through which, a perceived difference between organisational products and competitors’ products is developed in the mind Of consulners, is called ‘differentiation’. Through this definition, it is clear that consumer perception is the basis of brand differentiation. The perceived difference developed through differentiation can be tangible or sometimes intangible (based on image or style) in nature.
- To Position Products/Brands: Along with differentiating the product, positioning the product’%rand is also an important objective of IMC. Process of developing a brand in such a way that it occupies a distinct and respective position (with respect to the other brands) in the minds of target consumers and then highlighting this distinctiveness through promotional efforts is called positioning. As in case of differentiation, perceived image Of product features (tangible or intangible) is also an important factor here. A perceived image or perceptual space is how customers see a particular brand in comparison to other brands on the basis of number of dimensions like price, quality, taste, or social display value.
Importance of Integrated Marketing Communication
- Consistent Delivery Of Messages
- Corporate Cohesion
- Client-Agency Relationship
- Strategic Development
- Motivation
- Team Spirit
- Measurability
- Technology Based
- Cost-Effective Budget
Consistent Delivery of Messages: When a company follows its planning process in a holistic manner, it attempts to make sure that all the communication tools are conveying the same message to the target audience. Most significantly, it demands to implement same strategy for the brand instead of developing separate strategies for different tools of marketing communication. Here, the prime concern of any effective communication programme is the clarity of messages.
Corporate Cohesion: IMC is considered as a strategic method of the company in communicating the corporate image and benefits of its products and services. It significantly affects the company at both external and internal levels. The intent of IMC is to portray the company’s image in an effective manner as inclination of customers is usually towards the companies with whom they feel contented. For this, the introduction of cohesive commumcation programme in the company is essential. It enables all the employees to understand the company’s goals and motives. Whereas, cohesiveness extemally helps in building good image of the company.
Client-Agency Relationship: IMC plays a major role in developing the communication programme in the agency and hence has become an important part of the relationship. Rather than performing one or more tasks, the market communicator must feel responsible for the entire communication programme and its related requirements. It will aid the company to implement significant strategic position and will also provide advantages over its competitors.
Strategic Development: IMC facilitates improved communication and builds Strong relationship between agencies and the client company. Due to this, information is communicated fleely among the participants; this helps them on focussing more on organisational goals than on their individual agendas.
Motivation: IMC acts as a motivator for agencies. It instills a sense of motivation among all the participants (mostly all the stakeholders). As a result, the employees are able to show their creativity and potential.
Team Spirit: Each of the participants owns the company’s final plan. They think together, implement the strategies together, avoiding all the internal politics. This helps to resolve the issues which usually arise in individual departments.
Measurability: Measuring the reaction and responsibility for the communication programme is one of the most important benefits Of IMC.
Technology Based: Technology advancements are introducing new methods to reach out customers in a better way but this is adversely affecting the traditional media. The scope of radio, television, etc., is getting fragmented and limited to the audience, The emergence of e-commerce and internet has changed the company’s way of doing the business and interacting with its customers. Some of the developing trends are database marketing, online marketing, etc.
Cost-Effective Budget: The new marketing communication tools are evolving which are cost-effective and more target specific compared to other traditional media. Companies are now shifting their marketing budget from advertising to other promotional methods like consumer and trade promotions. IMC is considered as the most appropriate method for allocation of budget.
