Integrated Marketing Communication Strategies

This assignment delves into the multifaceted world of integrated marketing communication. It examines the roles of public relations, direct marketing, and personal selling in building brand awareness and driving customer engagement. The analysis highlights how these tools work synergistically to create a cohesive and impactful marketing strategy. It also emphasizes the importance of data-driven approaches and consistent messaging for effective communication.

INTEGRATED MARKETING COMMUNICATION
How IMC has been utilized by Marie stopes international Australia and Australian Red
Cross organizations
Introduction
This is a simple concept which ensures all the communications and messages are linked
together in a careful manner. This is where all the promotional tools are well integrated so as to
ensure they work together in a harmonious way (Kliatchko, 2009). Promotion being one of the
p’s in the marketing mix has its own communication tools in a good mix. The above named
organizations have had tremendous success in their activities due to the adequate utilization of
IMC strategies
Reference
Kliatchko, J. (2009). IMC 20 years after: A second look at IMC definitions, International
Journal of Integrated Marketing Communications, 1(2):7-12.
Digital media
This is a form of marketing communication strategy where people in business use digital
devices to do business. These devices can be used to communicate with clients, advertise their
services and products and also do purchasing services (Wymbs, 2011). This technique is used by
both business people and customers. Customers use digital media to get in touch with the service
provider, to order for goods and services as well as it are the best platform to check out various
products available in the market (Wang, 2007). Due to digital media people are able to store and
also make use of marketing data in many digital formats available. This data is used to target
useful customers in a way that is well organized and in a manner that is result driven. Marketers
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are able to store and also make use of videos, audio, graphics, illustrations and any text content
in relation to their own marketing style that is of convenient to them.
It’s the digital marketing agency which channels everything to the locations that are desirable
across the globe using a certain web. This platform enables marketers to greatly impact in the
business world and also make better presentations of their ideas (Li, 2011). This technique
attracts the target audience and also engages, entices and converts them. Most of the marketing
that were previously done in a physical showroom are now going virtual for many business
people all thanks to digital media marketing strategies. Right now it’s easier to target audience
globally through the universe of web this is because once can still transact business at the
comfort of their own homes and offices.
References
Li, L. (2011). Marketing of competence-based solutions to buyers in exploratory relationships:
perspective of OEM suppliers, Industrial Marketing Management,
doi:10.1016/j.indmarman.2010.11.001.
Wang, A. (2007). When web pages influence web usability: effects of online strategic
communication. International Journal of Strategic Communication, 1(2):93-106.
Wymbs, C. (2011), Digital Marketing: The Time for a New “Academic Major” has Arrived.
Journal of Marketing Education, 33(1), 93-106.
Communication
Communication is a marketing tool which is used to in the development of brand
awareness (Kerr, et al., 2008). In this case consumers are supposed to translate information on
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the products into different perceptions about its attributes as well as its position in the largest
market. Marketing communication is also used by businesses to retain the current customer base
of the product and also to ensure the customer and supplier relationships are well cemented. This
strategy therefore defines the business plan for dissemination of product information and
development of brand awareness. An effective marketing communication strategy needs to have
more than one marketing components of communication. For instance advertisement is used to
allow the business to have access to a large number of audience using the mass market or appeals
that reach only target markets (Barker,2012).
Product benefits are communicated through personal selling to customers especially in a
retail set up. Any business owner is therefore supposed to utilize a communication strategy
appropriate for the products they want to sell. Not all strategies work for all products and
services. For example in a situation where a company sells a lot of higher end diamond jewelry
compared to other products customers are likely to value a diamond’s ring cut and the clarity
over the other variables. Therefore the business has to focus on the benefit that the customer is
likely to get by the buying of that particular ring (Belch and Belch, 2012). Any integrated
marketing communication strategy therefore begins with focus on the customer. This ensures
success in meeting the demands of a client.
References
Barker, R. (2012). Integrated Marketing Communication, In Integrated organisational
communication, (2nd Edition). In Angelopulo, G. C. and Barker, R. (Eds.). Cape Town:
Juta.
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Belch, G. E. and Belch, M. A. (2012). Advertising and Promotion: An Integrated Marketing
Communications Perspective. 6th ed. Boston: McGraw-Hill.
Kerr, G., Schultz, D., Patti, C. and Kim, I. (2008). An inside-out approach to integated marketing
communication: An international analysis, International Journal of Advertising,
27(4):511-548.
Consumer behavior
This is the critical study of groups, individuals and even organizations and the ways in
which they use to secure, select, use and dispose some services, products, ideas and experiences
so as to satisfy the needs and also impacts that such processes have on the society and consumers
(Dinnie, et al., 2010). Behavior can be either for a group or individuals or even organizations.
Therefore consumer behavior is mainly the use as well as disposal for products and study how
they are purchased. The use of products is of a lot of interest to any marketer and this influences
how a product gets positioned or how they can increase its consumption (Angelopulo and
Barker, 2013). Many environmental problems result from product disposal and therefore it’s a
great area of interest for consumers. Consumer behavior involves ideas, services and also
tangible products.
The impact that the consumer behavior has on the society is of great relevance. For
example the aggressive marketing of easy credits and high fat products is likely to have
repercussions that are serious for both the economy and national health (Wang, 2007). Consumer
behavior is applied in marketing strategy for better campaigning, in social marketing to get ideas
across to consumers rather than just selling products and as a tool to make consumers better. For
example common sense dictates that if one buys a 64 liquid ounce bottle of laundry detergent
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they should pay less for each ounce unlike if they buy two 32 ounce bottles. However practically,
people pay a size premium by buying of larger quantities (Kerr, et al., 2008).
Angelopulo, G. C. and Barker, R. (Eds.) (2013). 2nd Edition. Integrated Organisational
Communication. Cape Town: Juta.
Dinnie, K. Melewar, T.C. Seidenfuss, K. and Musa, G. (2010). Nation branding and integrated
marketing communcations: an ASEAN perspective, International Marketing Review,
27(4):388-403.
Kerr, G., Schultz, D., Patti, C. and Kim, I. (2008). An inside-out approach to integated marketing
communication: An international analysis, International Journal of Advertising,
27(4):511-548.
Wang, A. (2007). When web pages influence web usability: effects of online strategic
communication. International Journal of Strategic Communication, 1(2):93-106.
Ethics and advertising
Many people in business have been cited to exhibit some best and worst behaviors when
advertising their businesses. Some people evoke notions of truth and honesty but others warn of
the consequences of lying in business. There are some ethical dilemmas for those who produce
adverts especially when it comes to communicating the truth about a product being marketed. In
advertising just like in the rest of the world there are no clear instances of either bad or good
behaviors but there is a vast grey area which lies between these two extremes. This is an area
where ethical decisions need to be made on a daily basis (Belch and Belch, 2012). When one
claims that their product can do or achieve certain things and yet it cannot is referred to as
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deceptive advertisement. In the real advertisement world the issues are never that clearly
demarcated for example its often deceptive to indicate that Big Macs and Whoppers have great
taste and failing to say that too much of these can make consumers fat and raise cholesterol
levels.
Such risks are not well indicated in the advert. Members of the public often expect the
adverts to be truthful but in practice this has never been the case. Honest advertisement therefore
requires companies to make close to fuller disclosures about any possible side effects that what
most adverts for things like hamburgers do (Wymbs, 2011). Some adds are usually misleading
this is because they often depart from literal facts and truths. It’s always important to observe
ethics while coming up with product adverts.
References
Belch, G. E. and Belch, M. A. (2012). Advertising and Promotion: An Integrated Marketing
Communications Perspective. 6th ed. Boston: McGraw-Hill.
Wymbs, C. (2011), Digital Marketing: The Time for a New “Academic Major” has Arrived.
Journal of Marketing Education, 33(1), 93-106.
Planning/objective settings in IMC
For one to make use of IMC in an effective way during the marketing campaigns, then
marketers have to go through some planning steps so as to have precise definition of what they
need to achieve and with whom (Zahay, Mason and Schibrowsky, 2009).. When they have this
information they can then be sure of identification of the right message as well as a mix for
promotion in achieving goals. Some of the steps include determination of the target market
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which assists in determining the right digital market that needs to be used in advertisement. Not
all digital medias are fit for any form of communication (Kliatchko, 2009). This understanding
makes a big difference in one’s ability to design IMC programs so as to reach those they want.
There is also the need to determine the marketing campaign objectives once you have a
defined audience and this explains what your business aims to achieve. A well laid down IMC
program is able to accomplish more than one objective at a given time. This should be done in a
way that no confusion is created for any audience that is of target (Schultz and Patti, 2009). The
objectives are meant to explain the impact that the campaign activities are meant to have on the
audience in target. The said objective should also ensure the outcomes and ultimate results are in
line with the marketing strategies of the company and have the goals incorporated. Most of the
objectives of any marketing campaigns are aimed at increasing of sales. The objectives should
therefore be in line with the business plan.
References
Kliatchko, J. (2009). IMC 20 years after: A second look at IMC definitions, International
Journal of Integrated Marketing Communications, 1(2):7-12.
Schultz, D. E. and Patti, C. (2009). The evolution of IMC: IMC in a customer-driven
marketplace, Journal of Marketing Communications, 15(2/3):75-84.
Zahay, D. Mason, C.H. and Schibrowsky, J.A. 2009. The present and future of IMC and database
marketing, International Journal of Integrated Marketing Communications, 1(2):13-30.
Strategy
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One of the first steps in the sales process is the focus on any marketing communication
strategy. When one gets to know their audience, craft their message and track results without any
business strategy a lot of crisis is likely to occur. Therefore the strategy needs to be in place to
ensure success of the business (Simmons, 2008). The better one knows their audience, the better
they can appeal to the interests of both the business and clients. It’s good to know what the client
needs by use of a research plan which assist them to fill any gaps relating to terms of purchase,
demographics and any other insights relating to when, why and how people make purchases.
Another strategy is to uncover the unique selling proposition which a benefit that needs to be
communicated well so as to drive sales of their products and services (Li, 2011).
The brand look and feel has to be sharpened so as to speak to customers in a manner that
is relevant and contemporary. The company should also ensure that messaging is consistent and
the information there in should make use of descriptive words and the standards for messaging
should be adhered to in all future communications. Business people should work with a unique
marketing mix that attracts consumers to their products (Luck and Moffatt, 2009). It should also
be fit for their audience. The success measures should be established by ensuring all the
communications are measurable. Finally there is need to manage leads and client data by use of a
customer relationship management system.
References
Li, L. (2011). Marketing of competence-based solutions to buyers in exploratory relationships:
perspective of OEM suppliers, Industrial Marketing Management,
doi:10.1016/j.indmarman.2010.11.001.
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Luck, E. and Moffatt, J. (2009). IMC: Has anything really changed? A new perspective on an old
definition, Journal of Marketing Communications, 15:5:311-325.
Simmons, G. (2008). Marketing to postmodern consumers: introducing the internet chameleon.
European Journal of Marketing, 42(3/4), 299-310.
Public relations
Public relations are supposed to be an integral part of any company’s ongoing marketing
plans. One’s goals determine how one executes their company’s public relations. Public relations
is the composition of very many programs that are supposed to enhance or maintain the image of
the company plus the services and products offered (Halahan et al., 2007). It’s very critical for
the implementation of an effective strategy related to public relation. Any strategy on public
relations plays important roles in any organization’s promotional activities. Advertizing and sales
promotions can be used as approaches to leveraging opportunities in public relations. The most
effective method of communicating and relating with the market is through public relations.
When things are put in place the public relation is the most powerful tool and most cost
effective of all the activities involved in promotions (Johansen and Nielsen, 2011). Several
organizations that have made it through in business have always invested more in public
relations by making it the central focus of the strategies of promotion. An effective public
relation seeks to communicate different information such as launching of new services and
products, creation of interests in services, products and brands, repositioning of services and
products and also influencing the specific target groups. Public relations also enhance the overall
image of the firms ad similarly defends products and services which may have suffered from
negative perceptions and press (Du Plessis, Van Heerden and Gordon, 2010). An effective public
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relation results into generating additional revenues by using great awareness and information for
services and products that are offered by organizations. Therefore public relations are a critical
aspect of integrated marketing communication.
References
Du Plessis, F, Van Heerden N and Gordon C. (2010). Integrated Marketing Communication. 3rd
ed. Pretoria: Van Schaik Publishers.
Halahan, K. Holtzhausen, D. van Ruler, B. Vercic, D. and Srirames, K. (2007). Defining
strategic communication, International Journal of Strategic Communication, 1(1):3-35.
Johansen, T. S. And Nielsen, A. E. (2011). Strategic stakeholder dialogues – a discursive
perspective on relationship building. Corporate communication: an International Journal
16(3): 204-217.
Direct marketing/personal selling
This situation occurs when businesses are seen addressing customers through channels
such as phone calls, emails and even one on one meeting. Messages in direct marketing include
call to action such as calling toll free numbers or clicking on links to make subscriptions. Such
campaigns results to immediate measures (Angelopulo and Barker, 2013). This is because a
company is in a position to track how customers respond through messages called to action. In
contrast to this, use of general advertising such as bill boards used in promoting a brands concept
or make product awareness fails to call for specific responses and therefore it’s not easy to
measure the impacts.
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It’s not easy for a marketer to know the effectiveness of such billboards or how many
people may be thinking of buying the products on the billboards but with specific call to action
strategies one is able to know how many people are responding to their direct mailing (Dinnie, et
al., 2010). Nearly everyone in business uses direct messaging and these include credit card
companies, media companies’ technology companies and retailers. Direct marketing is very
effective for customers who are common users of online platforms and are always paying
attention to marketing sites. Any effective direct marketing strategy begins off with data
(Barker,2012). Categories of customers are examined by marketers and select those they think
can be interested in their products. They then develop lists for making contacts. These lists are
obtained through either commercial sources or public avenues. Different channels are also
selected depending on the product to be sold or services to be offered.
References
Angelopulo, G. C. and Barker, R. (Eds.) (2013). 2nd Edition. Integrated Organisational
Communication. Cape Town: Juta.
Barker, R. (2012). Integrated Marketing Communication, In Integrated organisational
communication, (2nd Edition). In Angelopulo, G. C. and Barker, R. (Eds.). Cape Town:
Juta.
Dinnie, K. Melewar, T.C. Seidenfuss, K. and Musa, G. (2010). Nation branding and integrated
marketing communcations: an ASEAN perspective, International Marketing Review,
27(4):388-403.
Conclusion
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Therefore from the discussion above all the communication tools can only work best if
they work collaboratively in a harmonious way rather than isolation. Their parts are not as
greater as their sum ad once they speak in a consistent manner using one voice all the time.
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