Integrated Marketing Communication (IMC)
Introduction to IMC
Integrated Marketing Communications is a term used todescribe a holistic approach to marketing communication. It aims to ensureconsistency of message and the complementary use of media. The conceptincludes online and offline marketing channels. Online marketing channelsinclude any e-marketing campaigns or programs, fromsearch engine optimization(SEO), pay-per-click, and affiliate, and email, banner to latest webrelated channels for webinar, blog, micro-blogging, RSS, podcast, and InternetTV. Offline marketing channels are traditional print (newspaper, magazine), mailorder, public relations, industry relations, billboard, radio, and television. Acompany develops its integrated marketing communication programme using allthe elements of the marketing mix (product, price, place, and promotion).Integrated marketing communication is integration of allmarketing tools, approaches, and resources within a company which maximizesimpact on consumer mind and which results into maximum profit at minimum
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cost. Generally marketing starts from "Marketing Mix". Promotion is oneelement of Marketing Mix. Promotional activities include Advertising (by usingdifferent medium), sales promotion (sales and trades promotion), and personalselling activities. It also includes internet marketing, sponsorship marketing,direct marketing, database marketing and public relations. And integration of allthese promotional tools along with other components of marketing mix to gainedge over competitor is called Integrated Marketing Communication. Althoughclosely linked toIntegrated Marketing Communications(IMC), it should not beconfused with it. This is enhanced when integration goes beyond just the basiccommunications tools. There are other levels of integration such as Horizontal,Vertical, Internal, External and Data integration. Here is how they help tostrengthen Integrated Communications.Horizontal Integration occurs across the marketing mix and across business functions - for example, production, finance, distribution andcommunications should work together and be conscious that their decisions andactions send messages to customers.Vertical Integration means marketing and communications objectivesmust support the higher level corporate objectives and corporate missions. Check out the Hall Of Fame later for more about missions.
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Internal Integration requires internal marketing - keeping all staff informed and motivated about any new developments from new advertisements,to new corporate identities, new service standards, new strategic partners and soon.External Integration, on the other hand, requires external partners such asadvertising and PR agencies to work closely together to deliver a single seamlesssolution - a cohesive message - an integrated message.
Meaning Of Integrated Marketing Communications
“It is the coordination and integration of all marketingcommunications tools, avenues, and sources within a company into aseamless program that maximizes the impact on consumer and other endusers at a minimal cost.”
Integrated marketing communication represents a holisticview of marketing. Marketing communications is a subset of the overall subjectarea known as marketing. Marketing has a marketing mix that is made of price,
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