• SEO
    • Content
  • Business
  • Social Media
  • Branding
  • Ads
  • How To

What Is Integrated Marketing Communications

1.1KShares
144.1KViews

What is integrated marketing communications - Professional communication has grown increasingly difficult, not only as a result of advances in technology, social media, and the necessity to engage with a worldwide audience, but also as a result of the fact that "communication" means different things to different people.

Furthermore, because there is so much overlap between the various aspects of communication, it's easy to get lost in the shuffle when it comes to the tasks and responsibilities of today's communicators. As a result, gaining a clear knowledge of communication roles and how they work can be difficult for communicators, clients, and audiences.

Integrated Marketing Communications - The complete explanation

Integrated marketing communication (IMC) was first introduced in the 1980s and has since revolutionized the way communicators and marketers engage and conduct business (Schultz and Schultz, p. 19). "A planning process meant to ensure that all brand contacts received by a consumer or prospect for a product, service, or organization are relevant to that person and consistent across time," according to the American Marketing Association.

Marketing Communications - From Fragmented To Integrated

COPYRIGHT_MARX: Published on https://marxcommunications.com/what-is-integrated-marketing-communications/ by Keith Peterson on 2022-05-21T04:49:01.493Z

Drawing of 5 persons up to their heads has icon of wifi, twitter, contacts, anything that is related to communications
Drawing of 5 persons up to their heads has icon of wifi, twitter, contacts, anything that is related to communications

The practice of delivering information to wide sectors of the population through television, radio, and other media dominated marketing prior to the advent of integrated marketing communications in the 1990s. It was a one-way street for marketing. Consumers' needs, tastes, and values were ignored as advertisers broadcasted their offerings and value propositions.

In many cases, because there were no means for measuring sales performance, this "one size fits all" approach was expensive and uninformative. However, when single-source technologies such as store scanners advanced in terms of gathering and analyzing consumer data, marketers were able to better link promotional activities to customer buying habits. In addition, businesses began to reduce their operations and increase the amount of marketing work they did within their organizations. All marketing functions, not just advertising, were expected of advertising agencies, and they were expected to comprehend and provide all marketing functions for their clients as well.

Integrated Marketing Communications Tools

Organizational chart of IMC
Organizational chart of IMC

Typically, the IMC process begins with a marketing communications plan that outlines the many marketing, advertising, and sales tools that will be employed during the campaign. These are mostly promotional methods, ranging from banner adverts and search engine optimization (SEO) techniques to webinars and blogs. Newspapers, billboards, and magazines are all examples of traditional marketing communication tools that can be used to educate and persuade customers. To develop a strong brand-consumer relationship, marketers must also decide on the best combination of traditional and digital communications for their target audience. Marketers must ensure that their messaging is consistent and trustworthy across all platforms, regardless of the brand's promotional mix.

Integrated Marketing Communications Advantages

Two notebooks on the table
Two notebooks on the table

Consumers are sometimes overwhelmed by the large amount of advertisements flooding both online and offline communication platforms, as there are so many items and services to select from. If marketing messages aren't relevant to the needs and wants of consumers, they're more likely to be neglected.

One of the most significant advantages of integrated marketing communications is that it allows marketers to successfully and clearly express their company's story and messaging across a variety of channels in order to raise brand awareness. Consumers are more inclined to connect with businesses through numerous forums and digital interfaces, making IMC more cost-effective than mass media. Marketers are attempting to combine several exposures to their brands through different touch points as consumers spend more time on computers and mobile devices. Companies will be able to evaluate the effectiveness of their communication strategies as a whole, rather than as individual pieces.

Another advantage of integrated marketing communications is that it gives businesses a competitive advantage when it comes to increasing sales and profits. This is especially effective for businesses with a restricted marketing budget and a small or mid-sized team. IMC immerses customers in the process of buying and guides them through the many stages of the transaction. Throughout the exchange, the company consolidates its image, establishes a discourse, and nurtures its relationship with customers at the same time. Creating a frictionless shopping experience that encourages clients to stay loyal for the rest of their lives is something IMC can help with.

What Are The 5 Integrated Marketing Communications?

Integrated marketing communications, as previously stated, can be utilized in conjunction with five main forms of communication. Advertising, direct marketing, online marketing, sales promotion, and public relations are examples of these.

What Is The Role Of Integrated Marketing Communications?

The goal of integrated marketing communication is to guarantee that the brand positioning and values are in sync, resulting in a consistent message across all communication channels, delivered in a unique tone that distinguishes products.

How Does Coca Cola Use IMC?

The Coca-Cola Company is a good example of how to use the IMC strategy. Print advertising, banner ads, and television advertising are the most common tactics used. It's as a result of their blatant marketing. What's more, Coca-Cola is the first soft drink company to enter this market (Hartlaub, 2015).

Share: Twitter | Facebook | Linkedin

About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

Recent Articles

  • The Ultimate Guide To Social Media Marketing For Ecommerce: Top 11 Strategies

    Business

    The Ultimate Guide To Social Media Marketing For Ecommerce: Top 11 Strategies

    In this modern era of technology, social media marketing has become crucial for e-commerce businesses seeking to engage with their customers and boost their sales.

  • How To Target Multiple Cities Without Hurting Your SEO

    SEO

    How To Target Multiple Cities Without Hurting Your SEO

    Targeting multiple cities can be a great strategy for expanding your reach and attracting more customers. However, doing so can also hurt your SEO efforts if not done properly. In this article, we'll discuss some tips to target multiple cities without hurting your seo.

  • Any Risk In Deleting A Disavow File?

    SEO

    Any Risk In Deleting A Disavow File?

    Is there any risk in deleting a disavow file? As a website owner, you are likely familiar with the concept of disavowing links. In essence, disavowing is the process of telling Google to ignore certain links that point to your website.

  • Does The CMS Matter For Search Rankings?

    SEO

    Does The CMS Matter For Search Rankings?

    You may be wondering, does the cms matter for search rankings? A content management system (CMS) is an essential tool for creating, organizing, and publishing content on a website. The choice of CMS can significantly affect the user experience, security, and performance of a website.

  • Tips For Writing Social Media Interaction Posts That Get Noticed

    SEO

    Tips For Writing Social Media Interaction Posts That Get Noticed

    In today's fast-paced digital world, social media has become an essential tool for businesses and individuals to connect with their audiences. However, with so much content being shared every day, it's easy for your posts to get lost in the crowd. To stand out and engage your followers, you need to create social media interaction posts that get noticed. Here are some tips writing social media interaction posts.

  • Top 5 Chinese Search Engines & How They Work

    SEO

    Top 5 Chinese Search Engines & How They Work

    In this article, we will explore the top chinese search engines and how they work. As one of the world's largest and most populous countries, China has a thriving internet ecosystem with a plethora of search engines.

  • Improving Brand Awareness & CTR With On-SERP SEO

    SEO

    Improving Brand Awareness & CTR With On-SERP SEO

    In this article, we will explore how on serp seo can improve brand awareness and Click-Through Rates (CTR).

  • B2B Thought Leadership Content - Thought Leadership Is Important For B2B Marketing

    Business

    B2B Thought Leadership Content - Thought Leadership Is Important For B2B Marketing

    Thought leadership is one of the most effective types of content that a B2B marketer can deliver. When done right, B2B thought leadership content offers readers new and relevant information and helps them to make smarter decisions.

  • The Complete Guide To Digital Public Relations (PR) 2023

    Business

    The Complete Guide To Digital Public Relations (PR) 2023

    The field of digital public relations is always developing, evolving, and adjusting to the demands of organizations. As new technologies arise, so do new opportunities for businesses to profit from their use.

  • Is Capital A Good Industry And How Many Jobs Are Available In Capital Goods 2023

  • The Future Of Telecommunications - Top Trends In 2023

  • 7 Top Enterprise Local SEO Challenges & How To Solve Them

  • Rebranding - Know What, When, And How To Do It In 2023

  • How To Analyze Your Content & Craft A Winning Strategy In 2023