Integrated Marketing Communication

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication
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1INTEGRATED MARKETING COMMUNICATION
The term integrated marketing communication refers to the using of marketing
techniques or strategies in the business process in order to optimize the communication
process and through this techniques the uninterrupted communication among the company
management and stakeholders are maintained. In the place of traditional old marketing
techniques, the new integrated marketing communication (IMC) is associated with the use of
digital media and web and in this technique the communication is two way that is user
generated content is also used by the company management in their social media and along
with this the consumer can generate immersive experience in the mobile apps and websites of
the company (Blakeman, 2018). This will also help the company to create personalized
advertisement during their use of websites. As a result, company can evaluate the exact
customer needs and it will also enhance the customer satisfaction towards the product of their
company. In this essay, the importance of the Integrated Marketing Communication, goal of
this marketing plan and the role of Integrated Marketing Communication in the over
marketing plan are described in a brief manner.
The IMC has become very relevant in today’s fast forward marketing environment.
Along with this this IMC approach allows the company to deliver a planned and relevant
message about their product to the consumer of the product. Therefore, in order to maintain a
perfect coordination in between the consumer and the company, all the staffs of the company
from HR to finance department, should follow the IMC approach instead of working in an
individual manner. A collaborative approach of the staffs will deliver a strong message to the
target audience of the company and that will help in increasing the loyalty of the customers
(Armstrong et al., 2015). In today’s market, the behaviour of the consumers have segmented.
For example, it can be said that now, there is different channels for the children of 5-10 years,
different magazines are published for the young generations. The companies can use those
medium for advertising and endorsing their product and this will be more effective than the

2INTEGRATED MARKETING COMMUNICATION
traditional technique. The importance of using big data in the marketing strategy has become
must in the analysis of market and target audience identification. The marketing departments
are nowadays using data of sales department (Andrews & Shimp, 2017). This data
aggregation allow the management to design a very specific designed campaign program for
their identified target audience. The effectiveness of a particular promotional strategy will be
identified from the sales data of the company and this will allow the company to emphasize
on that strategy on a very specific manner. In this modern era, it has become very easy for the
new business start-ups to market their product through the social media platform and
nowadays, most of the people are using the social media platform. This ultimately enhances
the competitiveness in the market. So it is important to acquire the existing customers along
with the new customers. In order to acquire the existing customers through enhancing
customer satisfaction, it is very crucial to maintain the value of the customers. To maintain
the same value of those existing customers, the approach of IMC is very effective in modern
business market. In previous marketing approach, the marketers can use print media or radio
or newspaper to communicate with the consumers. Therefore, in recent times the use of social
media marketing has completely change the scenario and online platform has become very
popular. Any description of the new products delivered through the social media will cause
more customers to buy the new products and it is the part of the IMC. The IMC will allow the
company to be affiliated with a particular lifestyle of the consumer and that will help the
company to make their customer segment very loyal to them. This will allow the company to
serve their customers for a long time due to their strong brand image (Campbell, Ferraro &
Sands, 2014). So, it can be said that, in this modern era of marketing, IMC is very important
to run the business properly.
The main function of the IMC in the marketing is to identify the target audience,
market segments, analysis of threats and opportunities in the market, analysis of the