(6) Think Customers First – Wrap communications around the customer’s buying process. Advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executioner frameworks; advertising media selection. Every communication proceeds with context. Sender/Encoder are a person who sends the message. (v) It increases profits through increased effectiveness. There is a strong need to explore the concept and phenomena of IMC directly in the real world of communication. Marketing Communication Mix is the “Promotion” of the Marketing Ps and covers every method and medium of communicating with your target audience. A customer database for example, can help the telesales, direct marketing and sales force. Added to this is the cultural diversity of its inhabitants, differences in their tastes, habits, and requirements that make it very difficult for companies to market their goods in a streamlined and consistent manner. IMC as a system has its own share of barriers. It is critical to strike a chord with the underlying need or want that triggers a customer to act. This is normally done through persuasive advertising, which involves emphasis of your superior benefits to the user, usually relative to competitors. Once you get them on the first purchase, you have to figure out how to convert that into a follow-up purchase. Let’s have a conversation!! It is important that the products and services you are offering are in line with your corporate culture. The difference in time scales can become a barrier to IMC. Marketing communication may be distorted particularly when a message passes through a number of channels. Advertising is a one-way system of communication, i.e, from the advertiser (marketer) to the receiver (consumer). The degree to which the decoder understands the message is dependent upon various factors such as knowledge of recipient, their responsiveness to the message, and the reliance of encoder on decoder. Competitive communication constitutes the most serious noise. In most companies, the departments rarely report to one another. Companies that focus on improving customer experience see more increase in revenue and reduce churn. Integration tools are integral for analysis, business intelligence, and reporting. Acquisition, awards, and viral campaigns get attention but they seldom increase profitability. The economic liberalization and reform movement, started in India in 1991, has been one of the major contributors to the increase in its trade interactions globally. Components of Integrated Marketing Communication: Corporate image and brand management; buyer behavior; promotions opportunity analysis. The huge geographic expanse of the country has resulted in an inconsistent distribution system that is radically different from that present in most other countries. Integrated Marketing Communication in India and Other Countries 6. (4) Focus on a clear marketing communications strategy – Have crystal clear communications objectives; clear positioning statements. Somewhere between traditional and new media, people replaced "investment" with "influence". Even in this digital age, print is an important component of an integrated marketing campaign. One of the biggest barriers to IMC is developing a message that effectively communicates the brand’s value to a wide variety of target audiences. Marketing Communication covers exactly how you are going to create customer by taking your value message to the market. Most managers lack the know-how required to effectively implement IMC. Brand focus is an important element of marketing strategy. This would also help move them through the buyer stages faster. It exceeds far more than the traditional forms of marketing like newspapers and television. IMC helps marketers communicate better with their customers during the various stages of the buying process. IMC also ensures that brands can communicate with their customers via several channels. (vii) It carefully linked messages and help buyers by giving timely reminders, updated information and special offers which, when presented in a planned sequence, help them move comfortably through the stages of their buying process and this reduces their misery of choice in a complex and busy world. (viii) It makes messages more consistent and therefore more credible. It uses channels like telephone, mails, or personal messages. Changing company or brand perceptions is another common communication objective. Sometimes, misconceptions develop in the market about your company, products or services. This is a person-to-person or face-to-face contact with customers with the aim of convincing them of the value of a product and urging them to make a purchase. For example, if the vision of a company is to promote a clean and eco-friendly world, they would need to create products that are biodegradable and eco-friendly. In contrast to sales promotions, which are short-term inducements to buy, communication goals succeed when you persuade customers through consistent reinforcement that your brand has benefits they want or need. Essays, Research Papers and Articles on Business Management, Communication: Meaning and Elements | Marketing, Integrated Marketing Communication Planning Process | Management, Marketing Concept and Societal Marketing Concept: Difference, Elements and Importance of Communication Process | Business Management, Integrated Marketing Communication in India and Other Countries, Components of Integrated Marketing Communication. Silos are organizational structures with different functions within the company. It is important that marketers concentrate on the consumer experience of the customer. Facebook has shared some new video tips to help boost your holiday campaigns. Specify what you need to do in order to achieve your objectives. As opposed to personal selling, it is easier to reach your customers via mass media. It would be more appealing if the product is positioned as being durable and a great value. Personal selling is the most effective way to make a sale among all the tools of integrated marketing communications. The open flow of communication with the rest of the world and the country’s ability to adapt to these changes has made it a very lucrative and promising land for many multinational companies. Costs are escalated when there is a breakdown between marketing and service. The views, background, approach, skills, competencies and knowledge of the sender have a great impact on the message. Terms of Service 7. For example, the sales department rarely reports to the advertising or marketing department. The messaging can be tailored to suit each situation and feedback can be processed immediately. Sales promotions are very effective in urging customers to choose a brand over another, especially when both brands are similar in value. Which tips or strategies did you think I should have added that is not in this article? To do this you must have carefully planned internal communications, that is, good internal marketing. Golden Rules of Marketing Communications: Despite the many benefits of Integrated Marketing Communications (or IMC); there are also many barriers. Description of products as well as the features that are essential and enticing to customers. Keep up with new trends in the industry and be flexible enough to meet with the changes in the industry. In a protected economy, the companies had faced restricted competition and consequently did not realize the importance of targeted and more focused marketing. Integrated marketing communications (IMC) ensures that all forms of communication used in a marketing campaign are in harmony.

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