Integrated Marketing Communication: Concept and Compoenents

By | April 25, 2020

As the name Integrated Marketing Communication (IMC) signifies, it involves integrating all the methods of brand promotion to improve a particular product or service among its target market. It is helpful in creating brand awareness among the customers at minimal cost and resources while saving time. The different components of integrated marketing communication are:

Foundation: It involves a study and detailed analysis of the offerings as well as target market, in terms of its requirements and expectations.

Organisation Culture: The offerings of the organisation should be in line with the culture and ethos of the organisation.

Brand Focus: It is the corporate identity of the brand.

Consumer experience: The offerings should offer a wholesome experience to its customers in terms of the quality, attributes, packaging and availability etc.

Communication Tools: The customer needs to be well-informed and communicated through the use of different tools and outreach platforms such as Facebook, Pinterest, Instagram etc. They should indulge in trade promotions, personal selling and so on. It is important for organisations to keep a track of customer feedback and be strong in the Customer Relationship Management (CRM) front.

Components of Integrated Marketing Communication:

Customer: Customers are the kings in today’s time. The organisation needs to chart its strategy in accordance with the needs, wants and desires of its customers. Customer satisfaction is the most important point the needs to be kept in mind while designing a plan.

Cooperation: All the internal and external stakeholders need to work together in a coordinated manner to help achieve desired results.

Database Communication: Employees associated with a particular project must have all the relevant information, data, figures with them.

Leverage: It is important to understand the cost and profit associated with each of them.

Profitability: It is important to understand the marketing strategy so that the product is able to generate additional revenues for the organisation.