Integrated Marketing Communications : An Organization

* Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers.

What has Target done well over the years in terms of its integrated marketing communications strategy? What should it do going forward?

Moreover, (Product) RED uses the INTEGRATED MARKETING COMMUNICATIONS (IMC)technology for its marketing campaign. The IMC involves the utilization of all the elements of the marketing mix, which specifically includes

Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others....

* Though integrated marketing communications is further than just an advertising movement, the bulk of marketing dollars is used up on the creation and division of advertisements. Therefore, the greater proportion of the research budget is also exhausted on these elements of the campaign. The researched elements can be applied once the marketing pieces have been tested: letterhead, logistics, customer service training etc. to complete the IMC cycle

Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.

The integrated marketing communication media are fragmented, making it more difficult to communicate a message clearly. This is because, consumers are bombarded by thousands of pieces of information each and everyday, not having a consistent message makes communicating with the consumers even more difficult.

“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule”

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

Like most business plans, the intergerated marketing communications plan begins with an over view of the activity. This is particularly important for intergrated planning as the priorities in the planning process must be identified as should the key tasks across the programme. This is

However, with the introduction of new technologies and advances in information technology communication has been completely revolutionised and same has impacted in organisations in there IMC strategies. “For IMC to really take hold, old assumptions must exit, assumptions about the role of advertising and sales promotion, about the organisation of advertising and public relations departments, about agencies and what they do, about the media, and most of all accountability” (Schultz et al. 1994).

There are a range of strategies and terms that play into integrated marketing communication. Integrated marketing communication can be described as 1.) Management and managing all types of marketing communications, 2.) Assuring that the brands, personality, and messages are correctly delivered from each factor of communication and from a strategy, and 3.) The analysis and implementation of all the factors of marketing communication must efficiently, economically, and successfully impact the transactions between organizations and their audience. Furthermore, the vertical integration is the most important level because it makes sure that marketing communication will be formed. Without such communication, marketing communication will not be effective and not associated with any of the essential objectives. Therefore, I will be going into detail about each level of integration and what it exactly means (Holm, 24-25).

To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).

Integrated marketing communications applies messaging about your brand using traditional and non-traditional marketing strategies. Each method of communication is used to build up other forms of communication. In

Intrepreneurial Marketing: some companies rely on formulated marketing, without much success. They need to develop some creative out of the box ideas to market their products.