Integrated Marketing Communications

Integrated Marketing
Communications

Contents
Introduction......................................................................................................................................2
TASK 1............................................................................................................................................2
Types of Marketing channels and how they contribute communication intentions for
organisation.................................................................................................................................2
TASK 2............................................................................................................................................6
Define communication objectives for organisation....................................................................6
Give justifications for selection and integration of communication channel chosen..................8
TASK 3..........................................................................................................................................10
Make a marketing communication plan that effectively meet the communication objectives. 10
TASK 4..........................................................................................................................................12
Assess marketing communication plan in context to communication strategy, channel choice
and creative content...................................................................................................................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
1

Introduction
Integrated marketing communication also known as IMC is a type of strategy where an
organisation's marketing department function in an interconnected approach. The strategy
include various marketing collateral, such as; Digital, PR, mail, social media etc. into one
dependable message. It is one of the easiest theory of marketing which confirm that all
communicational activities should linked with each other (Pinegar, 2018). At very initial stage
IMC means integrating all the promotional tools so that it can work with harmonising and careful
way by ensuring consistency of the message and complementary use of different media. Thus the
strategy use various innovative ways in order to ensure that customers of the organisation get the
rightly conveyed message at right place but also in right time. Today, in competitive world of
marketing, advertising and marketing campaigns are need to be powerful enough that theses
campaign must able to deliver consistent marketing message among its customers around the
world and also ensure strong position in the market. In the current reporting purpose on the given
subject, chosen organisation is Zappos.com, an online retailing company and its parent company
is Amazon. Company deals with shoes, clothing and accessories at online. The following report
will cover different aspects of marketing and its essentials in context to Zappos.Com.
TASK 1
Types of Marketing channels and how they contribute communication intentions for
organisation.
Marketing channel is a system which include people, organisation and various activities
that are needed to perform in order to transfer product from production place to consumer of the
product or can say ultimate buyer of the product (Kopelman and et. al., 2012). However it is
often mixed with another term that is, distribution channel.
Importance of integrated marketing communications
It is essential to focus on integrated marketing communication so that goals are achieved
in proper manner. Despite the shift toward new digital media, however,traditional mass media
still capture a lion’s share of the pro-motion budgets of most major marketing firms, a fact that
probably won’t change quickly. For example, Zapoos, a leading proponent of digital media, still
spends a lion’s share of its huge advertising budget on mass media. Although firm digital outlay
2

more than doubled last year, digital still accounts for only about 5 percent of the company’s total
advertising spending.
Personal communication channels
It is most effective way of communicating in which two or more than two people
communicate directly with each other. For example- it is done through mail or e-mail, internet
chat etc.
Non personal communications
It is kind of media which transfer messages without any personal contact or feedbacks.
For example- it includes print media, events, online media etc.
It is often considered as tough decision for the company to choose most suitable and right
marketing channel that can drive ROI for the company in return. Since technologies are changing
at a rapid pace specially in marketing, which have created so many platforms hence it making
marketing difficult for company to choose most appropriate channel (Gotter, 2018). Since,
Zappos.com is an online retail store offer variety to its customers, thus it is necessary for the
company to stay updated regarding different marketing channels. The craze for social media like;
Facebook, Instagram, YouTube etc. is getting increased on day by day. Thus using these
platforms are most advantageous for the company to increase the profitability plus attracting
customer around the world have become easy. Some of the marketing channels that are now
becoming most trending and have resulted significant ROI for several companies other than
online businesses as well and also for Zappos.com, are mentioned below:
 Social Media Platforms. Social media platforms are now most rated stage for gathering
people around the world and thus gaining significance more and more with time. People
are now connected all the time just one click away (Pelletier, & Mujtaba, 2015). These
platforms have provide a stage for people who can gather and influence any subject with
their viewpoint. Today, for companies who want to advertise and market their product or
services, now can do easily with already available viewers. Social media platforms have
made communication as an easy process. At first company usually believe in making
relationship art first not sales as priority. Company enthusiastically involve with its
followers. For instance, Zappos.com with its profile in Facebook, escalate quarries from
viewers regarding any product are now easily updated.
3