Integrated Marketing Communication is a process of coordinating and merging of all marketing tools, functions or sources into a faultless system that is effect and able to maximize the benefit to the customers and other users at a reduced cost. Integrated Marketing Communication is concerned with the customers’ relationships in which it gets brand value through communication efforts that bring profitable interactions when the information is sent to them. The integration of the communication tools and sources to form Integrated Marketing Communication has an impact on the business to other business communication, marketing channels, customer relationships and communication within the organization. Business Training in Kenya has more articles,
The emerging of Integrated Marketing Communication
Integrated Marketing Communication developed emerged from two ways. First reason for the development of the Integrated Marketing Communication was because marketers recognized that advertising, sales and organization relationships with its clients was not good which was affecting marketing of a product. Managers in each organization department were in competition wanting to be the one to make the firms decisions therefore affecting the promotional efforts, misuse of funds, executing unproductive decisions and more often misleading the customers. The second reason for creating Integrated Marketing Communication was because marketing perspective was changing from being market oriented to market driven. Marketing Communication was seen to be the only way of taking the organization information. Advertising through the media was an effective way of informing customers of a certain product brand, therefore they became more informed and cynical about advertising. Customers formed judgments or attitude on a brand or organization before the purchased the product. Because of the customers’ attitude, advertising became less popular and less effective in delivering message to large homogenous crowd of customers, therefore driving companies to create Integrated Marketing Communication. Integrated Marketing Communication is an outside- in outlook that considers customers as business partners rather than a target. Integrated Marketing Communication offers several sources of information to customers and other stakeholder enabling them to create their own idea on the brand form these sources. Therefore Integrated Marketing Communication optimizes the marketing communication effort at a less value.
Elements of Integrated Marketing Communication
Integrated Marketing Communication depends on effective management decisions, which help to harmonize different variables of promotional mix. Integrated Marketing Communication takes into consideration all variables of promotional mix that make it possible for customers at various levels or places get information in an effective manner. The Integrated Marketing Communication elements include the commodity or the information itself, the price at which the product brand will go at and the places or areas where the customers can get the brand.
Importance of Integrated Marketing Communication
Integrated Marketing Communication creates a lot of advantages to the organization. First, it gives a company a competitive advantage through the customers’ loyalty to the organizations. Customers can get enough products’ or organizations’ information, which assist them to go successful go through the various stages of purchasing. In return the organization image and goodwill is improved therefore, improving the relationship between customers and the organization. Integrated Marketing Communication also increases the organization profits. There are also increased sales since a vast number of customers can get product information through Integrated Marketing Communication.
Conclusion in the Integrated Marketing Communication
Integrated Marketing Communication is the most effective way to deliver information to the customers concerning certain products brands. With the Integrated Marketing Communication, customers are able to go through the normal product purchasing process. There are many benefits that emerge both to the customers and the organization such as competitive advantage when there is the use of Integrated Marketing Communication.
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