Man behind Integrated Marketing Communications
The idea of integrated marketing communications was first instigated in 1993 by Don E. Schultz. Schultz changed the 4P’s concept into the 4C’s model. The four parts include; consumer, communication, convenience and cost. Schultz’s work saw Integrated Marketing Communications (IMC) evolve from a good idea to a workable concept, a theoretical presence, and into a global study area.
In 1993, Schultz and his team published the first textbook dedicated to IMC, named “Integrated Marketing Communications“, which described this field as a totally new way of looking at the whole area of marketing communications, rather than looking at each of the parts separately. This became a world bestseller.
Integrated Marketing Communications Concepts
The marketing manager determines the objectives of the promotional strategy in synchronisation with the firm’s overall objective for the marketing mix. Using the overall objectives, marketers combine the elements of the promotional strategy into a concrete coordinated plan. This plan becomes an essential part of the marketing strategy for reaching the target market. The central communication goal of a marketer’s promotional strategy is to establish that the goods and services offered to provide a competitive advantage to the target market.
A competitive advantage is the set of novel features of a company and its products that are perceived as superior over the competition.
A company can achieve a competitive edge through high product quality, rapid delivery, low prices, excellent service and novel features. But remember it’s only a competitive advantage, that the customers will perceive based on the communication.
Integrated Marketing Communications types of promotions
Communications represent the voice of the company and its brands. They are a means by which the firm can establish a dialogue and build relationships with consumers. By strengthening customer loyalty they can contribute to customer equity. The major types of promotions that are practised are:
- Informative promotion seeks to convert a current demand into a need or to stimulate interest in a new product. It is more prevalent throughout the early stages of the product life cycle.
- Persuasive promotion is devised to stimulate a purchase or action. It becomes the central promotion purpose when the product enters the growth stage of its life cycle and as competitors enter the market.
- Reminder promotion is employed to keep the product or brand name in the public’s mind. It is effective during the maturity cycle,
- Buyer behavior Modifications is created to form relationships with customers and potential customers to encourage them to be brand advocates. This helps in launching new products, stimulate purchases and keep the brand in customers minds, which makes connecting important for all stages of the PLC.
Communication Categories
Communication can be divided into two major categories
- Interpersonal communication is direct face-to-face communication between two or more people.
- Mass communication refers to communicating a concept or message to widespread audiences usually through a mass medium such as television or newspapers.
8 different channels of marketing communications
8 different channels of marketing communications
- Advertising is any paid form of non-personal presentation and promotion of ideas goods or services by a recognised sponsor via print media (newspapers and magazines) or broadcast media (radio and television) or network media (telephone cable satellite wireless) or electronic media (audiotape, videotape, video disk, cd-rom, web page) or display media (billboards signs and posters).
- Sales promotion is the short-term incentives to boost trial or purchase of a product or service, including consumer promotions (samples, coupons and premiums) or trade promotions (advertising and display allowances events).
- Company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers including sports, arts, entertainment and cause events as well as less formal activities.
- Public relations and publicity are programs directed internally to employees of the company or externally consumers, other firms, the government and media. To promote or protect a company’s image or its individual product communications.
- Online & social media marketing is designed to engage customers or prospects and directly or indirectly raise awareness, to improve the image or elicit sales.
- Mobile marketing is a special form of online marketing that places communications on consumer cell phones, smartphones or tablets.
- Direct and database marketing is the use of mail telephone fax email or the Internet to communicate directly with or solicit response or dialogue from specific customers and prospects and
- Personal marketingis face-to-face interaction with one or more prospective purchasers for the purpose of making presentations answering questions and procuring orders.
So when you hear the term integrated marketing communications that refer to all of the types of marketing communications providing a consistent and relevant message to the customer.
