Integrated Marketing Communication is Becoming Essential in the Indian Marketplace

Integrated Marketing Communications (IMC) is a simple concept in which all forms of communications and messages are carefully linked together to create an image about the brand. The purpose of IMC strategy is to work towards customer focused marketing. As communication practices and technologies are evolving on daily basis, integration communication in India has become an essential component for Indian companies to survive in the multi-national and multicultural world. 

With rapidly changing environment, the Indian marketplace is becoming a tough arena to enter and sustain. Businesses are now becoming internet focussed since the consumer clutter has moved online.

Benefits of IMC in the India marketplace- An IMC approach provides benefits at every level of the organization including:

• Operational level – reduces transaction costs, interdepartmental conflict, and duplication of effort

• Campaign level – creates appropriate communications mix and provides a higher return on campaign investment 

• Brand level – provides clarity and consistency to brand messages 

• Customer level – positively impacts consumer awareness, customer attitudes, and customer experiences at every touch point

• Market level – decreases the rate of defection, increases market position and sales growth

• Financial level – increases the ability to achieve higher sales, sales growth, profitability, return on investment and return on brand investment 

As Genesis Burson-Marsteller is a leading public relations & public affairs firm that delivers integrated communications services to some of the best global and Indian companies from 25 years. We are constantly pushing boundaries of communication and setting benchmarks, with imagination, creativity and agility to deliver more and better value to the clients, people, industry and community.

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