Opinion Piece on Integrated Marketing Communication (IMC) Analysis

This opinion piece analyzes Integrated Marketing Communication (IMC), tracing its evolution from a focus on external communication to an approach centered on brand contacts and client touchpoints. It examines how IMC has adapted to the changing marketing landscape, emphasizing client-centric strategies and financial accountability. The piece discusses the importance of brands, the role of electronic communication, and the impact of globalization. It references the work of Don E. Schultz, highlighting the shift from a back-to-front to an outside-in perspective, and underscores IMC's role in building and maintaining brands. The conclusion suggests the need to evolve IMC approaches to meet the demands of the modern marketplace, focusing on client relationships and revenue streams.

OPINION PIECE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCE ..................................................................................................................................4

INTRODUCTION
There are article which are providing the opinion or reflecting opinion of author which is
then published in newspaper or magazine and then this would be featuring within many
periodicals this is known as opinion piece. The present opinion piece would be written on
Integrated marketing Communication which is also known to as IMC and is now emerging
promotional tool which is used by many big firms so that they could promote their whole
company. In the present opinion piece we would be using the journal article which is written by
Don E. Schultz who is the professor at Emeritus in service in IMC at North-western university
USA.
MAIN BODY
Integrated marketing communication at first emerged at the time of late 1980 and in the
opinion piece which was written by Don E. Schultz in his journal The next generation of IMC on
20th December 2002. He included in his article that IMC would be the emerging as new
academic and professional communities which would be ahead of traditional thinking. At the
initial time I think that this IMC would have developed as methodology or planning approach
which could have been enabled marketing organisational in alignment with managing their
external communication.
At the time when companies used to communicate with consumer and then with end use
customer which would thus be creating coherent whole (The next generation of integrated
marketing communication, 2018). This was in my opinion internal process which was managed
by external communication programs. But now this process would not be seen in current times as
till extent IMC or content marketing is solving the problem of doing marketing of products of
firm. This is basically been assisted by electronic communication process which is been invested
into business and helping them to promote their firm and products. The ascent of the organized,
intuitive correspondence frameworks, for example, the Internet, the Web, versatile
communication and so forth, which today we underestimate, made a difference. The expanded
advances and ceaselessly declining expenses to catch, store, oversee and examine the colossal
measures of purchaser behavioural information have helped as well (Lin, Bruning and Swarna,
2018). Globalization in all its different structures and designs has had an impact, as has the
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expanding request by senior administration to discover approaches to measure and record for the
ventures the firm makes in advertising correspondence programs.
In any case, as one of the early-day promoters of IMC, my conviction is that all these
things added to one fundamental component that has driven IMC acknowledgement and use in
the course of recent years. Basically, it is client centre. That is correct: the expanding affirmation
that showcasing associations rise or fall in view of their capacity to manufacture associations
with clients. Unadulterated and basic, clients give the wage and the assets the firm should need to
succeed (The next generation of integrated marketing communication, 2018). What's more, if the
clients are truly the most vital component in the achievement of an association, at that point an
incorporated, adjusted, composed promoting correspondence program winds up not simply
alluring, but rather compulsory.
Outside-in planning:
Along these lines, in the course of recent years, IMC has changed and changed
fundamentally. It has moved from being the way the association composed and adjusted its
external correspondence to an approach and a procedure whereby the firm adjusts and deals with
its image contacts and client touch focuses. It in this way has moved from a back to front to an
outside-in perspective of correspondence. Further, IMC has perceived that all the ways and
strategies by which the showcasing firm touches clients must be connected, adjusted and
composed (Integrated Marketing Definitions, 2018). That implies something other than the
publicizing, deals advancement what's more, coordinate advertising programs it likewise implies
how channels touch clients, how workers treat clients, how the association is seen by its
proprietors and supervisors and different partners.
Financial Returns:
Hence, IMC is no longer simply worried about adjusting messages and motivations. It
must be centred around clients and client touch focuses and connections. Furthermore,
advertising correspondences never can again be considered essentially a corporate cost that can
be turned on or off at the impulse of the senior administration. Correspondence can and should
be dealt with as a corporate resource with speculations and returns simply like some other key
utilization of the association's limited assets. That implies administration and responsibility.
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Also, that implies budgetary estimation. So IMC has grown up finished the previous couple of
years to mean responsibility, not simply sharp arrangement (Integrated Marketing Definitions,
2018). Maybe in particular, IMC has turned out to be one of the key components in how
associations fabricate and look after brands. Unmistakably, nobody today would contend that the
brand ought to have numerous voices, oversaw by various gatekeepers with unlimited flexibility
to say whatever they like regarding the brand to create here and now deals. Hence, the ascent of
the significance of brands and marking has had much to do with the development and
improvement of the IMC approaches we see today.
Focus on Brands:
Plainly, IMC has changed, similarly as the commercial centre and the purchasers also, the
channels and the correspondence frameworks have changed (Blakeman, 2018). Today, we are
calling it the cutting edge IMC, for that is exactly what it is. An idea and an approach that are
intended to fit the new necessities of the new commercial centre and the new type of client
centred associations that are engaged with a standout amongst the most vital undertakings of the
association securing, keeping up, developing and moving a gathering of clients and their pay
streams after some time for every one of us.
CONCLUSION
Should we change the name or the initials to mirror this new approach to IMC? I think
not. Be that as it may, we do need to change the ideas and approaches utilized as a part of
creating IMC approaches. Also, that is exactly what I see happening everywhere throughout the
world. That is the reason I am so amped up for the cutting edge IMC that we will present in the
UK showcase this year. It ought to be an intriguing and creative time
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REFERENCE
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Lin, H.C., Bruning, P.F. and Swarna, H., 2018. Using online opinion leaders to promote the
hedonic and utilitarian value of products and services. Business Horizons.
Online:
The next generation of integrated marketing communication. 2018. [Online]. Accessed through:
<https://link.springer.com/content/pdf/10.1057%2Fpalgrave.im.4340199.pdf>.
Integrated Marketing Definitions. 2018. [Online]. Accessed through:
<https://thedma.org/membership/member-groups-communities/integrated-marketing-
community/integrated-marketing-definitions/>.
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