Integrated Marketing Communication (IMC)
„Integrated marketing communication is a way of looking at the whole marketing process from the viewpoint of the customer" Vargas, R. (2005). It is "built upon a deep appreciation of the needs and expectations of customers" Beard, M. & O’Hara, B. (2006). When looking at the four Ps (product, price, place and promotion) in marketing and how they relate to the four Cs (Customer value, cost, convenience and communication) from the customer perspective, it becomes clear, why an integrated marketing approach is so important for the effectiveness of a marketing campaign. At its basic level, this means to integrate and coordinate all promotional activities like: media advertising, direct mail, personal selling, sales promotion and public relations. All these communication tools work better, if they work in harmony and not in isolation. When all areas are working together, the effect is much greater, than just an addition of every single part. It's more a multiplication. The aim of IMC is to "produce a clear, unified, consistent and compelling customer-focused message about the organization and its product" Vargas, R. (2005). The process of IMC can be divided in horizontal, vertical, internal, external and data integration. Horizontal integration means, business functions like production, finance or distribution working hand in hand and their "decisions and actions send (similar) messages to customers" Unknown, U. (2009). A centralized database connects the different departments such as sales, direct mail and advertising and it ensures measurable marketing results. This data integration also avoids, that "marketing efforts are being performed in an unprofessional and uncoordinated manner" John, P. & Foley Jr. (2009), because every part of the marketing mix has the same information about already reached customers and their reaction on the marketing message. It saves time and money as well. Vertical integration defines common marketing and communications objectives and it helps to step away from the multiple point solution approach. All departments involved, should be briefed about the common objectives. "The task of the IMC is to translate marketing objective into a communication objective that directs the specific communication tasks necessary to reach a stated sales figure" Beard, M. & O’Hara, B. (2006).
"Internal integration requires internal marketing" The goal is to "keep all staff informed and motivated about any new developments from new advertisements, to new corporate identities, new service standards, new strategic partners and so on" Unknown, U. (2009).
External integration is focused on all external partners like advertising or PR agencies. The aim is to work closer together and to communicate a cohesive, integrated message with them.
The advantage of a working IMC is increased economic efficiency through creating competitive advantage, boosting sales, saving money, saving time and saving a lot of stress. The IMC is strongly focused on customer needs, like explained in the introduction. It encourages moving the customer through the various stages of a buying process. A successful IMC communicates an image of the organization and improves the development of a dialogue and a long-term relationship with the customer. Brand equity and brand loyalty can be established more easily. Creating a strong IMC means to communicate a "consistent, consolidated and crystal clear message" in a busy word, full of confusing messages and competitors. The customer finally can "move (more) comfortable through the stages of the buying process.
References:
Beard, Mark & O’Hara, Ben (2006). Music Marketing, PR & Image Making.
John, P. & Foley Jr. (2009). An Integrated Marketing Approach.
Retrieved May 6, 2011, from:
Vargas, Raul (2005). Integrated Marketing Communications - An Effective, Comprehensive Approach
Retrieved May 6, 2011, from:
Unknown (2009). Integrated marketing communications.
Retrieved May 6, 2011, from:
http://www.multimediamarketing.com/mkc/marketingcommunications
