Question

i. What do you understand by Integrated Marketing Communications?  

ii. Discuss the reasons why organizations increasingly feel the need to become more integrated in their marketing communications strategy using relevant examples?  

Answer 1

i. What do you understand by Integrated Marketing Communications?

Integrated Marketing Communication(IMC) is the strategy of the company to link all the forms of communication and market message together. It helps to improve brand awareness effectively and attracting users. In other words, we can say that linking all the promotional tools of the company to make effective and appropriate. It helps improve customer knowledge about the product. Because product knowledge helps to increase sales for the company. It helps in focus on the customer through an integrated form of communication.

ii. Discuss the reasons why organisations increasingly feel the need to become more integrated in their marketing communications strategy using relevant examples?

Integrated Marketing Communication(IMC) is an important tool for the organization to retain market share and faces competition. So it has become a need for the organization, to become more integrated into a marketing communications strategy.

Integrated Marketing Communications Strategy: Reasons & Needs

1. To Improve Brand Visibility: Brand Visibility is important for every company if the brand becomes visible everywhere. It becomes the permanent image of the brand in the customer's mind. That will help to achieve the goals of the Marketing Communications Strategy.

Example: New campaigns everywhere could lead to getting the attention of the Public towards the company brand. HP Computer campaign through Student Programs to attract customers.

2. To Improve Market message: Organisation wants to improve the clarity and consistency of the concept, which will help to remove the obstacles from marketing communication. Improving in message helps in resolving the customer's Knowlege gaps.

Example: One Market Message by each promotion will improve the clarity of the message. like Apple Inc. Message for standardization and uniqueness for their quality

3. To reduce costs: Every company wants to earn profit but due to competition, it is become difficult to improve the profit but the company can reduce the cost which becomes the profit for the company. Integrated Marketing Communication help to reduce the cost of the Company.

Example: Integrated Marketing Communication reduces the cost of advertising by using diversified mediums.

4. To attract customers: Company can stable in the market only due to the availability of the customers if the company able to retain existing and able to attract new customers by using integrated marketing communications.

Example: Connecting the all ways of communication in integration form to attract the customers. Like Dominos Offers Booking pizza through a website, SMS, Telphone call, etc, it aims to attract consumers.

5. To remove barriers: Barrier is a common problem for communication, removing the barrier will help to improve the communication effective. Integrated Marketing Communications helps in removing barriers from marketing communication.

Example: Various ways of promotion help to improve customer understanding and remove ambiguity. like NetFlix advertise the latest Web series on youtube, Facebook, television, etc.

Nowadays it becomes the need for every organization to take advantage of integrated Marketing Communication by linking the promotion channel into more effective and optimum ways.

All the very best, take care