In a dynamically developing market and growing competition, any company is interested in reaching the attention of potential buyers. And the most effective method of achieving this goal is the combined use of product presentation methods and consumer feedback tools.
What is Integrated Marketing Communications (IMC)
This term should be understood as the process of establishing a connection with the end user, which differs from those methods used by large advertisers. In fact, the IMC implies the planning of marketing communications, which are based on the need to evaluate their (communications) separate areas and strategic role.
In the IMC process, all means of influence, programs and messages are consolidated, combined and directed to potential or actual consumers of the company's services and products.
Why IMC should be considered relevant
The concept of integrated marketing communications did not appear by chance. The idea of such measures to promote goods and services became popular already in the 90s. The reason why this systemwas considered practical, lies in the fact that traditional marketing tools could no longer provide the level of efficiency necessary for the successful development of companies in a changing market.
Therefore, many enterprises have gone through the combined use of various marketing communications tools, the total impact of which turned out to be much more effective than the influence of each direction separately. In addition, IMC allowed companies to consolidate budgets, optimize them and get more tangible returns.
IMC concept
Obviously, product promotion inevitably implies certain marketing communications. An integrated approach, in turn, leads to the solution of two problems that are related to each other.
The first task of the IMC is to create messages of a communication nature, which will use various means of the QMS (standard communication system), which do not contradict each other and are quite easily coordinated with each other. As a result, a single positive image of the communicator is formed.
The second goal of IMC is to define maximizing the level of effectiveness of marketing communications by finding the most suitable combinations of synthetic and fixed media media.
The essence of the QMS
In the process of implementing integrated methods, tools of the standard system are usedcommunications. We are talking about a combination of such elements as subjects, channels, means and forms of interaction, as well as direct and feedback links used in the process of the marketing system with representatives of the external environment.
Using these tools, you can clearly and attractively convey the essence of the marketing message to the end consumer. It is also important to take into account the fact that the cost of goods can also be used as an effective way to convey information about the product (expensive means quality).
All these elements of integrated marketing communications, including the product itself, as well as its cost, allow conveying key information about the company's offer to the target audience.
Using multiple presentations and feedback at the same time is a profitable strategy that is far superior to any one technique alone.
Key issues within the IMC strategy
The concept of integrated marketing communications involves answering 3 key questions:
- At what points in the marketing channels is the most effective reaching of the buyer and the increase in the reaction rate in favor of purchasing the company's products?
- Which scheme of combining sales promotion and advertising is the most effective in achieving communication goals?
- How to correctly coordinate the advertising message and each type of advertising communication with the overall positioning of the brand from the standpoint of their combinedinteractions?
Answers to these questions allow you to draw up a competent plan for the implementation of IMC within the framework of specific tasks.
BMI elements
An integrated marketing communications system consists of several key elements:
- Public relations (public relations).
- Direct marketing. This includes Internet and TV marketing. Speaking about promotion through television, it is worth noting that it comes down to providing the viewer with the opportunity to place an order for a product while at home, after he sees a specific product in action and familiarizes himself with its characteristics. In the Internet space, the same principle is used, only the promotion opportunities in this case are much higher.
- Advertising. These are certain measures, the purpose of which is to effectively achieve a marketing goal.
- Stimulating demand for a product by introducing additional benefits and, as a result, increasing benefits.
- Business and retail advertising. The process of interacting with competitors in retail always leads to fleeting changes. This is explained by the fact that corporations often enter the market with a product that is dynamically moving forward.
- Complex of integrated marketing communications. It implies the use of international advertising. This is an advertising campaign that goes beyond the country where themanufacturer. At the same time, for such a level of promotion, the product must be a leader in its niche.
- Fairs and exhibitions. We are talking about events in which the manufacturing company is directly involved, presenting its products to the end consumer.
- Enterprise plan. This refers to the overall strategy for promoting a product using various marketing tools.
BCI performance
The modern concept of integrated marketing communications involves the use of certain principles. One of them is promptness.
The essence of this principle is to use for the implementation of strategic communications processes both originally planned events and those circumstances that arise involuntarily. It should be understood that any well-analyzed information is potentially capable of causing the formation of a BCI complex. Moreover, you can make an informational occasion from virtually any division of the company's internal data flows.
Principle of openness
In this case, we are talking about a horizontal form of communication with partners of the enterprise. This allows you to make the business more sustainable, so it is important to focus on an open attitude towards the possibility of developing partnerships. A good example of the implementation of this principle within the framework of the strategy of integrated marketing communications are joint companies to promote the goods of such well-known brands as McDonald's and Coca-Cola. Now it is often possiblemeet promotions of manufacturers of washing machines and powder, sweets and tea, wine and cheese. With this approach, in addition to increasing the level of effectiveness of marketing measures, opportunities open up for optimizing their budget.
Personalization as a BMI principle
The result that the implementation of this principle brings makes many companies use it stably and actively. Personalization should be understood as the formation of a personal relationship with each client of the company. Of course, this approach will require a lot of costs and effort, since it will be necessary to develop both new technical equipment and special projects.
Moreover, the staff will also need specific skills. But in the end, the company will receive a high level of customer loy alty and, as a result, a significant increase in sales.
Synergism
This principle, through which integrated marketing communications are organized, can be defined as the main one, since it implies the competent interaction of all components of the IMC. The fact that a combination of promotional measures is much more effective than their simple summation has been proven time and again by the experience of various companies.
One of the successful examples of the implementation of the principle of synergy can be called student sales teams in contact with potential consumers on the street. In such activities, virtually all methods are involved, the use of which implies the concept of integrated marketingcommunications:
- demand for specific products is estimated;
- there is direct contact with representatives of the target audience;
- by solving such a social problem as youth employment, the company gets the opportunity to enter government contacts, which opens up new prospects for business development;
- a vendor dressed in branded clothing is a source of constant publicity.
Obviously, the principle of synergy allows you to use virtually all elements of the IMC, and with a high level of productivity.
Integrated Marketing Communications: Web Structure
Using a combined method of brand promotion in the online sphere implies the presence of certain factors that play an important role in achieving the goal.
Competitive environment. The advantage of analyzing competitors on the Internet comes down to fairly simple ways to track their activities and rankings. Moreover, due to the fact that all information on the web is presented in digital form, it is easy to acquire the necessary data on the most popular resources of competing companies in the statistics collection systems
- Speed of price formation. The manufacturer has the ability to set dynamic pricing for products within the network. This can be, for example, discounts on the purchase of goods withpurchasing a certain number of units.
- Feedback. We are talking about the possibility of feedback through the website and special forums.
- Data update. Thanks to content management tools that are available on the Internet, the company gets the opportunity to change both the form of communication and the information itself at any convenient time.
- Management of integrated marketing communications within the network. It implies the use of the personalization factor. This technique is most relevant when working with banner advertising on websites, within which specific users are personalized. This approach is used by industry portals, websites and other resources.
- Free communication. It is no secret that with the help of Internet resources, various rumors can be quickly spread. This opportunity is often used by various firms to reduce the effectiveness of advertising campaigns of competing business structures.
- Flexible PR opportunities targeted at representatives of the target audience. In this case, we are talking about the possibility of various formats for presenting materials designed to build brand loy alty and promote specific products. Specially prepared materials may be used for selected audiences.
Conclusions
Summarizing, integrated marketing communications are the most effective and fastest marketing strategy for both a brand and a specific product.
