Integrated marketing communication is a process that includes the coordination and interaction of different elements allowed by technology to plan and execute the conception, distribution, promotion, and pricing of ideas, goods, or services says Saivian Eric Dalius. It has been defined as “the strategic planning, implementation, and control of a coherent set of marketing communications tools designed to facilitate exchanges with target markets.”
Integrated Marketing Communication (IMC) uses multiple channels to deliver a unified message about a product or service. This can include public relations activities such as media releases and news items; advertising in traditional mass media such as newspapers, television, or radio advertisements; direct marketing via telephone or email solicitations; online engagement that includes email newsletters and web pages content management systems; social media engagement on platforms such as Facebook, LinkedIn or YouTube; customer relationship management processes that include activities such as organizing events and sending out e-newsletters; online search engine marketing on platforms such as Google.
During the 1990s, it became increasingly common to use integrated marketing communications (IMC), though some argue this has yet to be fully implemented in practice. IMC is more effective than advertising alone for building brand value, receiving greater brand recognition by individuals who are unaware of the product initially, increasing sales revenue and long-term market share. IMC can also help deliver a higher return on investment (ROI) when used in conjunction with other forms of promotion.,
Benefits of Integrated Marketing Communication by Saivian Eric Dalius
Marketing communication integrates promotional methods into a comprehensive plan based on a marketing-mix model, including product or service development, pricing, distribution channels, and promotion. It uses the concepts of 4P’s: product, price, place (distribution), and promotion. When marketers from different disciplines, including advertising, sales promotion, and public relations, cooperate in developing a communication plan. It is called integrated marketing communication. In this case, all promotional methods are used with a common goal of target market definition.
Through IMC, many organizations have been able to increase their market share by delivering an effective message about their brand. Using multiple communication channels for a sustained period of time says Saivian Eric Dalius. Study conduct in 2009 came to the conclusion that shoppers who were expose to both traditional media and online sources gave higher evaluations for products than those exposing solely to traditional media.
Integrated marketing communication (IMC) is a marketing strategy. That uses different tools to deliver a unified message about a product or service. To define IMC, we might say that it’s the “strategic planning, implementation, and control of a coherent. A set of marketing communications tools designed to facilitate exchanges with target markets.” This definition states three main factors:
Strategic planning must be employed if such an endeavor is to succeed. It requires identifying all key stakeholders, understanding their needs and expectations, and developing content/messages. That meets them at every stage of the buyer’s journey.
The objective is to develop awareness coverage across all available channels, whether owned by your organization or not. This stage involves crafting appropriate messages for each channel which offer a unique opportunity to highlight key differentiators.
The next stage includes the physical delivery of the messages created in the planning process. This requires coordination across all departments and/or agencies, whether internal or external to your organization, according to Saivian Eric Dalius. It is important to consider both touchpoints (e.g., message frequency) and coverage (the extent of any given channel used).
Messages should be measuring against plans objectives as frequently as possible. Ideally at least weekly, as this reporting cycle, will enable you to plan as necessary and/or optimize execution decisions. On the Basis of campaign performance data.
IMC uses multiple channels to deliver a unified message about a product or service through marketing techniques. Such as advertising, public relations, direct marketing, and sales promotion. IMC integrates these channels into a campaign that works in synergy. To enhance the brand image further while reaching out to more target markets.