Integrated Marketing Communications

Integrated Marketing Communications

The integrated marketing communication approach is the latest strategy used by marketing managers to promote their brand in the target market. The strategy basically combines the different elements of the promotion mix under a common theme, which is focused on a speci�c market. When all the elements of the promotion mix send the same message, they reinforce each other and the message in the minds of the target market.

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The goals of the integrated marketing communication strategy should be based on the goals of the marketing plan. A successful and integrated marketing communication strategy weaves the different elements of the promotion mix together in a way to enable the elements to support the marketing plan by communicating the attributes of the brand to the target market. Another element of an integrated marketing communication strategy is interactive marketing. Today, all integrated marketing communication campaigns have Web sites that serve as an anchor for the campaign. Advertisements on the Internet link directly to these Web sites, which provide a vast depth of information on the brand. Often, consumers can purchase the goods or services directly through this source.

Public relations should be integrated into the strategy to reinforce the message. Direct mail offerings need to include advertisements consistent with the advertising campaign. Moreover, when the organization’s sales people are making their pitch, they too need to remind their customers of the main theme of the campaign. Finally, the integrated marketing communication strategy should include a sales promotion element. Coupons, special offers, and sales should all be used in connection with the integrated marketing communication campaign.

Failure to create an effective IMC strategy may result in the derailment of other strategies in the marketing mix. For example, if the IMC message does not successfully convey the right core strategy—value proposition and positioning—to the target market, diminishing perceptions of the value of the product will creep into consumers’ minds. This situation will render the already established price ineffective in pulling customers toward the brand. As a result, distribution costs will be affected because the intermediaries will demand higher slotting fees to carry the product, not to mention the higher inventory and warehousing costs because of unful�lled sales projections.

Additional Materials

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