PBL trigger 5: Integrated marketing communication
1 What is IMC and what does it mean for a company to follow IMC?
IMC: Integrated marketing communication
2 Who are in charge of IMC? What are the roles of the
company and the different agencies (such as marketing/brand/communication/advertising/media/research agencies)?
Usually marketing managers are in charge of the company's IMC. They make sure that each part of IMC are realized and carried out with a consistent message.
3 How does/should the client company follow IMC? What are the roles of its different agencies?
Ways to realize Integrated Marketing Communication:
Horizontal Integration
Sales and marketing is not the sole prerogative of just the Sales and Marketing departments. Every department within a company should be aligned around creating value and creating customers. As such, it is not simply your responsibility but the total organization's responsibility to be aware of your go-to-market message.
Vertical Integration
Just as various company departments should be aligned around your marketing message, so the various management tiers within your company should be similarly aligned. Ideally, CEO, VPs, Directors, Managers and frontline employees should all be able to articulate your message and tie it to the various needs and benefits of peers within the customer organization as well as corporate objectives.
Internal Integration
Within the Marketing Department itself it is important to keep everyone tuned is as your marketing message to evolve and new initiatives undertaken. Product Marketing, Field Marketing, Corporate Marketing, Event Marketing and other marketing disciplines should not work in isolation but rather in a coordinated way that fosters the exchange of ideas and creates new synergies.
External Integration
Are there external partners who should likewise be kept up-to-speed on your marketing message? An obvious example is a Public Relations agency if your company uses one. Otherwise, Customer Advisory Boards, Partner Vendors, Focus Groups and others may have valuable input as well as a key role to play in establishing successful Integrated Marketing Communication.
Data Integration
Tying back to an earlier point, a key aspect of IMC in any shape or form is making sure that all players have access to the same customer and marketing data. As newer customer data is collected and as the marketing message and new initiatives are refined and developed, employees and partners should have access to the latest data via your CRM or other centralized data system.
(http://www.sales-and-marketing-for-you.com/integrated-marketing-communication.html)
IMC: Integrated marketing communication
Integrated Marketing Communications (IMC) blends various promotional tools and communications/marketing/advertising services and techniques to maximize profit. IMC is ultimately achieved through concise and consistent messaging that fosters familiarity and consumer affinity. Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency - a proven IMC concept - yield customer satisfaction and loyalty. (techopedia.com)¨
IMC consists of both traditional and non-traditional media and promotional methods.
1. Advertising
1. Advertising
- Traditional media (print, television, radio)
- Outdoor channels (billboard etc)
In IMC campaign:
- Online or web advertisements that are run on select sites to target a specific segment of the online audience.
- Broadcast advertisements that direct customers to specialised websites, landing pages or social media accounts.
2. Marketing
- Direct mail including letters, catalogues, offers and coupons.
- Telemarketing and direct selling.
- Branded products and assorted goods.
- Email and newsletter campaigns
- Promotional material including catalogues, pamphlets or coupons that encourage a response such as visiting a website.
- Email campaigns and newsletters that rely on value-driven content and calls to action.
3. Public Relations
- Special events including publicity stunts and community events.
- Press coverage including interviews and features in both web and print media publications.
- Press releases and conferences.
In IMC campaign:
- Press releases and announcements delivered via local, national and international online news outlets.
- Public or community events that build good will, brand recognition and drive interest.
4. Social Media
- Social communication platforms including Twitter, Facebook and Google+
- Video and image sharing services including YouTube, Vine, Instagram and Snapchat
- Professional networks such as LinkedIn
- Social sharing platforms including Foursquare and Pinterest.
-Twitter campaigns that utilise unique hashtags and call for community involvement.
-Instagram competitions that invite customers to submit their own content (images) that relate to the core campaign message.
-Video content via YouTube or Vine.
-Inviting customer feedback and participation, especially in the case of a re-brand or product re-launch.
5. Digital & Mobile
- Search engine optimisation (SEO) and search engine marketing (SEM)
- Pay per click
- Companion mobile apps
- Interactive media
In IMC campaign:
- In-app advertisements and calls to action that lead to specialised landing pages
- A fully-featured online presence and responsive mobile website
- Companion apps in the form of resources, tools or games
- Search engine optimisation (SEO), online visibility and brand recognition
- QR codes and other interactive media that leads to specialised websites or landing pages.
(https://simplehq.co/integrated-marketing/)
company and the different agencies (such as marketing/brand/communication/advertising/media/research agencies)?
Usually marketing managers are in charge of the company's IMC. They make sure that each part of IMC are realized and carried out with a consistent message.
3 How does/should the client company follow IMC? What are the roles of its different agencies?
Ways to realize Integrated Marketing Communication:
Horizontal Integration
Sales and marketing is not the sole prerogative of just the Sales and Marketing departments. Every department within a company should be aligned around creating value and creating customers. As such, it is not simply your responsibility but the total organization's responsibility to be aware of your go-to-market message.
Vertical Integration
Just as various company departments should be aligned around your marketing message, so the various management tiers within your company should be similarly aligned. Ideally, CEO, VPs, Directors, Managers and frontline employees should all be able to articulate your message and tie it to the various needs and benefits of peers within the customer organization as well as corporate objectives.
Internal Integration
Within the Marketing Department itself it is important to keep everyone tuned is as your marketing message to evolve and new initiatives undertaken. Product Marketing, Field Marketing, Corporate Marketing, Event Marketing and other marketing disciplines should not work in isolation but rather in a coordinated way that fosters the exchange of ideas and creates new synergies.
External Integration
Are there external partners who should likewise be kept up-to-speed on your marketing message? An obvious example is a Public Relations agency if your company uses one. Otherwise, Customer Advisory Boards, Partner Vendors, Focus Groups and others may have valuable input as well as a key role to play in establishing successful Integrated Marketing Communication.
Data Integration
Tying back to an earlier point, a key aspect of IMC in any shape or form is making sure that all players have access to the same customer and marketing data. As newer customer data is collected and as the marketing message and new initiatives are refined and developed, employees and partners should have access to the latest data via your CRM or other centralized data system.
(http://www.sales-and-marketing-for-you.com/integrated-marketing-communication.html)
Why Integrated Marketing Is Important?
We all know that integrated marketing is not new, but why is it important in today's world? There are more marketing channels now than ever before, because of this market channels can be led and directed by different people, integrated marketing strategies help to pull the message together to ensure that the message is not disjointed and confusing. Integrated marketing requires us to pay attention to every marketing message and every marketing piece that is distributed to ensure consistency, regardless of the channel.
(http://www.sales-and-marketing-for-you.com/integrated-marketing-communication.html)
(http://www.sales-and-marketing-for-you.com/integrated-marketing-communication.html)
Sources:
https://www.techopedia.com/definition/26409/integrated-marketing-communications-imc
https://simplehq.co/integrated-marketing/
http://www.sales-and-marketing-for-you.com/integrated-marketing-communication.html
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