INTEGRATED

MARKETING
COMMUNICATION
GROUP 1
Dhanya Chandrasekar
Dipin Ahuja
Rena Singhi
Supraja B
Introduction

01 02 03 04 05
Interactivity in Transient nature Indvidualistic Postmodernism Cost benefit
market changes of market needs – Focus analysis of every
on “I” and “Me” response
 • Traditional approach – 4Ps and STP
• An asset vs a division of organization
• How do we move from the traditional approach?
• Form and process of marketing – The usability
or ease of approach
• Content – core of marketing efforts
Shift in
Fundamentals • Act of engage
• Participating, Colloborative, User generated
• Ensure attention to consumer subjectivity,
cultural differences, intra community
interaction
• Market viewed as co creation of marketers and
consumers
Why integration
• The value of intangible assets – brands and trademarks
• Reinvest marketing with communications
• Mission through messaging
• Accountability & ethics

What next?
• Aligning internal and external communication
• User centered approach
• Reversing the flow of communication programs
• Brand – Key element in communication
• Organizational structural changes
• Advanced systems of forecasting spell