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BY: NOORAZLIN ANI MASTER OF COMMUNICATION (IMC), USM Integrated Marketing Communication

Integrated Marketing Communication1

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Page 1: Integrated Marketing Communication1

BY: NOORAZLIN ANIMASTER OF COMMUNICATION ( IMC) , USM

Integrated Marketing Communication

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WHAT IS IMC?

"an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. (4 A’s, 1989)

"a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. (The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University)

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WHY IMC?

As a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer.

IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.

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WHY IMC?

IMC is the development of marketing strategies and creative campaigns that weave together multiple marketing disciplines (e.g. paid advertising, public relations, promotion, owned assets, and social media) that are selected and then executed to suit the particular goals of the brand.

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IMC TOOLS:

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IMPORTANCE OF IMC

Cost Savings - Creative consistency in your integrated campaigns can also save you money. By using the same images and adapting the same copy for different media, you reduce copy-writing, design and photography costs. If you work with external communications suppliers, you may be able to reduce agency fees by working with a single firm that offers integrated communications services, rather than separate specialist agencies.

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IMPORTANCE OF IMC

Customer Preference - An integrated campaign helps you provide customers with information in the format they prefer. Consumers and business customers can specify if they want to receive product information via email, direct mail, text message or telephone. Integration ensures they receive the same information in all communications. You can also meet the needs of customers who search the Internet for product information by integrating your website design and content with other communications.

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IMPORTANCE OF IMC

Creative Consistency - In an integrated campaign, the different tools feature the same creative treatment. By repeating the headlines, key phrases and images in each communication, you ensure that prospects and customers receive consistent messages each time they see one of the elements of the campaign. Creative consistency helps reinforce the basic campaign themes by increasing the number of times prospects see or hear the same message.

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IMPORTANCE OF IMC

Social media: Traditionally businesses were largely in control of their brand communications. Now brand communications are multidirectional as consumers can easily share, comment and create content. Brands can use this to their advantage by creating appealing content. For instance Unilever’s campaign for Dove, The Dove Real Beauty Sketches went viral with over 54 million views on YouTube.

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IMPORTANCE OF IMC

Growth of mobile: The growing penetration of smartphones with fast internet connectivity means that marketers need to take into consideration integration between the online experience and place-based experiences. For instance when a consumer downloads the Target app they are able to receive coupons to their mobile phone and redeem them at the checkout by presenting the coupon barcode to the cashier.

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CONCLUSION:

IMC has become an essential concept in marketing because technological advances have changed how business stakeholders interact.

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