How well do you know integrated marketing communication?

Integrated marketing communication refers to a concept approach used by a majority of organizations to develop a strategic plan on how they are going to broadcast their marketing and advertising campaigns. It is an expansion of modern and traditional marketing strategies, to optimize the communication of a consistent message conveying the company’s brands to stakeholders. The elements of IMC include:

Product and target market identification:

The foundation stage of integrated marketing communication involves detailed analysis of both the product as well as the target market. In this stage, marketers are supposed to understand the brand, its offerings, and end-users. They need to gain a thorough understanding of the needs, attitudes, and expectations of the target customers. Also, they need to keep a close watch on competitor’s activities.

The corporate culture and brand focus:

Brand Focus is responsible for representing the corporate identity of the brand. Since all organizations have a vision and it’s important for the marketers to keep the products and services in line with it. Brand Focus represents the corporate identity of the brand.

Consumer experience:

As a matter of fact, it’s very important for the marketers to discover what the customers feel about the product. The success of a product or service is directly proportional to the customer experience. In other words, if your product/ service lives up to customer expectations, they are more likely to buy it.

Modes of communication:

Modes of communication for integrated marketing include various modes of promoting a particular brand. Advertising, direct selling, promoting through social media etc. are some of the modes of promotion.

Promotional Tools:

Promotional tools are useful for strengthening relationships with customers and external clients. Therefore, tools such as trade promotions, personal selling etc. can be leveraged for this purpose.

Review and feedback management:

Software such as customer relationship management (CRM) help track customer feedback and reviews in integrated marketing. This further helps measure the effectiveness of various IMC tools.