What is Integrated Marketing Communication Mean?
Marketing a product utilizing integrated communication refers to assimilating all the methods of brand promotion to promote a product or service among target customers. All aspects of marketing communication function cohesively to increase sales and maximum cost effectiveness.
Various components of Integrated Marketing Communication:
1. Research - involves detailed study of both, the product and competitor landscape in the target market.
2. The Corporate Culture - The features of products and services should resonate the work culture of the organization.
3. Brand Focus - Brand focus represents the corporate identity of the brand.
4. Consumer Experience - Marketers need to focus on the customers reactions about the product.
5. Communication Tools - Communication tools include various modes of promoting such as advertising, direct selling, promoting through digital media etc.
6. Promotional Tools - Brands are promoted through various promotional tools such as trade promotions, personal selling etc.
7. Integration Tools - Organizations need to have specific software like customer relationship management (CRM) which helps in measuring the effectiveness of various integrated marketing communications tools.
Integrated communications in India is still shaping up, the firms should focus on the above components to create campaigns utilizing integrated marketing strategies.
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