The world of integrated marketing communication

Opinion leaders talk to each other. These salespeople, then, may miss opportunities to develop a broad base of potential customers that could generate higher sales revenues in the long run.

integrated marketing communication process

Communication theory points to the fact that each communicator is composed of a series of subsystems. Finally, direct marketing implies a direct-to-customer business model that inevitably requires companies to provide an acceptable level of customer service and interaction to win new customers and retain their business.

When you create promotional material offline, those elements link into your online content, with literature referring to social media pages, and so on.

The world of integrated marketing communication

The other benefit of integrated marketing communications is that it creates a competitive advantage for companies looking to boost their sales and profits. Un-integrated communications send disjointed messages which dilute the impact of the message. Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature. Google Scholar Boddewyn, J. An integrated marketing communications plan is about bringing all of your marketing and branding techniques together to develop a tight, seamless, and professional nature for your company. When it comes to modern advertisements, customers are bored, sceptical, and ready to tear brands apart at the slightest hint of a mistake. Ensure all communications add value to instead of dilute the brand or organisation. Google Scholar Ohmae, K. Promotions has its own mix of communications tools. Build a new communications plan. Why has integrated marketing communications IMC become more important?

Electronic spam filters screen out many email messages, so people may never even see email messages from many of the organizations that send them. In addition to enhancing customer relationships, this type of marketing communications tool can be a powerful source of customer feedback, as well.

integrated marketing communication definition

Equally important is using your understanding of the message and target audience to identify and tailor your communication to particular marketing channels in which it will resonate. Audience Roles People play different roles — friend, parent, boss, client, customer, or employee — depending on the exchange during the communications process.

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Why Integrated Marketing Communications Matters