Integrated Marketing Communication

Integrated Marketing Communication
IMC is an extensive arrangement that evaluates the vital parts an assortment of
disciplines in publicizing could play. These disciplines include media planning content
advertising. To this end, IMC tries to join these orders to give consistency, clearness, and the
potential for most extreme communication effect. IMC is entrusted with the methodology of
developing a pleasant experience for the client, over a scenery of various parts of a promoting
mix (Kitchen and Inga, 2010). Every medium works as one as opposed to detachment for a
definitive objective of strengthening the organization's message and brand image.
The IMC process begins with an integrated marketing communication plan that
incorporates the different types of advertising, marketing, and sales tools that will be executed in
a particular campaign. Traditional marketing channels such as print media and billboards may be
used to inform and persuade consumers, but IMC primarily consists of a media mix such as
search engine optimization (SEO) techniques, blogs, and banner advertisements. Fundamental to
the success of IMC, the marketers must choose an effective combination of digital and traditional
communications for their intended audience with the goal of fostering brand-consumer
relationships (Kitchen and Inga, 2010). However, regardless of the promotional or media mix,
IMC is ineffective if the marketers are not keen to ensure that the messaging remains consistent
across all the communication channels.
While there may be an absence of a perfect strategy for formulating the best-integrated
marketing campaign, there are certain vital steps that a company and marketers can take to
maximize brand-consumer relationships. For starters, one must have a clear understanding of the
product or service's intended demographic. It is crucial for the organization to identify the target
audience through demographic and psychographic analysis of their markets, which will help

them tailor their messages to their consumer's values, needs, and wants. Further, it helps the
marketers to use the most appropriate media channel to meet the customer and maximize
viewership. The IMC strategies that will be used by Exflowerience are discussed below.
a. Traditional Media
This includes marketing instruments, for instance, paid print ads, advertisements, and news
publications. This approach centers on a restricted sales momentum and relies on accomplishing
high numbers of people to guarantee achievement. Advertising is an expensive marketing tool
but conventional media channels remain the most convenient source of data. These methods have
been used for many of years because they work. Marketers have found an even better way to get
product ads out to the public eye and that is through social media such as Facebook, Twitter,
Instagram, etc. Many internet users can use a search engine to search for an event and become
sidetracked because of all of the ads that are placed in the vicinity (Weigold and Arens, 2018).
The event marketers will use YouTube video ad. The ad will be about two minutes long. It will
show some of the activities that will be conducted in the event. By the ad is more than the
traditional thirty seconds they will make the viewer interested in the activities by seeing how
people are having fun and enjoying the event.
Advertisement through publications i.e. newspapers will be ideal and a first choice because
they have enough space for demonstrating the capabilities of the product. Most avid readers are
frequent users of newspapers. Therefore, the advertisement should be able to reach them if it is
placed on newspapers. In addition, newspapers target various cities; this makes them the most
appropriate way of reaching the target audience. Newspapers will, in addition, be used in making
the advertisement, because newspapers contain pictures and they provide visual communication.
Magazines will be used sparingly as compared to newspapers because they provide a less

advertisement space for presenting the kindle. The internet is the second perfect media type after
publications through newspapers that can be used for presenting the kindle to consumers. The
rapidly growing marketing power of the internet borrows substantially from the case of press
advertising, although the most efficient use on the internet as advertising media, adopted through
search engines, is interactivity. It has an unlimited space for displaying the product, as well as
video interactions. Although most internet users might not prefer switching to electronic readers
because they are already accustomed to using online services, the internet is the key platform for
the device.
b. Digital Media
Programming innovation using computers can reach potential customers with dedicated,
quantifiable communication. Specific digital media marketing tools include enhancement of the
design of the site, mobile marketing, instinctive online ads, direct email and digital
advertisements, for example, secondary marketing and sponsorships. A key part of innovative
marketing tools is Web exploration, which gives information on an Internet customer's online
activities, IP address, and inquiry keywords (Weigold and Arens, 2018). To take part in digital
marketing, organizations can employ digital media advertising agencies or use programming as a
service application.
The digital media marketing that the event marketers will use is video and online networking
marketing that will incorporate Facebook, LinkedIn, and Twitter. Every year new mechanical
advances make new client inclinations that manage far-reaching developments that either get
embraced or overlooked in organizations (Forbes, 2015). In any case, early adopters can get a
decisive advantage over the opposition in new markets or bond their notorieties for being
industry pioneers, while those falling behind pass up a major opportunity for a key open door for

positions (Forbes, 2015). Along these lines, a video is the most up to date wave to ride. Video
promotions are accepted to be the next ruling source in advertising (Forbes, 2015). Video
promotions for Facebook are as of now a publicizing alternative, which, is an indication that
clients are ending up all the more tolerating of video advertisements online whose trending
continues (Forbes, 2015). Given that the event will be a unique activity with so much fun, it is
likely to trend faster which is why Facebook is our fundamental alternative to use in digital
media marketing. What's more, on the grounds that Facebook enables recordings to auto-play in
the news make it a financially savvy approach to push video out to particular groups of onlookers
and network precisely how often it has been seen, which would enable our group to gauge our
advertising viability.
The event marketers will additionally use Twitter alongside Facebook on the grounds that the
event targets rich people who often use Twitter for communication and news gathering. The
event marketers will also use recommend LinkedIn on the grounds that for the B2B factor
LinkedIn is broadly utilized in making business-to-business connections (Social Media
Examiner, 2016). In this manner, the event management team exhibited these avenues to help in
capturing the attention of the rich targeted clients. These targeted clients additionally put high
consideration on customer service and support. Therefore, the digital media advancements ought
to advance the brand with most astounding quality at the middle with an individual touch to
make social connections that impart simple client-centered help and availability that fits the
branding division's general plan to be a staple quality brand that addresses the issues of their
objective client populaces. Also, with Facebook, LinkedIn, and Twitter being in the best web-
based digital media marketing sites they are an extraordinary place to begin and build our groups
online presence.