Managing Integrated marketing communication

Managing Integrated Marketing Communication

“Marketing communication are the means by which firms attempt to inform, persuade, and remind consumers”. It may be directly–indirectly. It’s about about the product and brands they sell.

 

integrated-marketing-communication_prashirsh

Why companies focus on managing integrated marketing communication?

Modern marketing calls for more than developing a good product, pricing it attractively and making it accessible. Companies must also communicate with their present and potential stakeholders and the general public. For most marketers, therefore the question is not whether to communicate but rather what to say.How and when to say it. To whom and how often.

Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines, newspapers and millions of internet pages. They are taking a more active role in deciding what communication they want to receive. And how they want to communicate to others about the products and services they use. To effectively reach and influence target markets, holistic marketers are creatively employing multiple forms of communications

 

Changing marketing communications environment 

Technology and other factors have profoundly changed the way of managing integrated marketing communication. Even though they choose to process them at all. In south Asian countries, before the advent of television- especially satellite television broadcasting, companies had limited options to communicate with their target audience. Most companies had to resort to geographically specific media. For example wall paintings, leaflets, and local promotional activity to communicate their message to customers. However at a fast pace technological advancement took place.

http://www.blogs4knowledge.com/wp-content/uploads/2017/10/traditional_advertising_forms-blogs4knowledge

 

In this new communication environment although advertising is often central element of marketing communication program. It is usually not the only one- or even the most important one – for sales and to increase brand equity. Internet marketing has also shown a impact full challenge to traditional advertising. Many companies have started releasing huge funds for digital marketing too. You can click on the hyperlink post reading this article to know more on digital marketing. I have written separate article on that. Usually while writing i refer for resources on internet and books too. I turn raw fruit into juice and present it to you in a simplest manner with examples.

Marketing communication mix by which companies decides which media to use for proper communication. How much budget for which media?

 

http://www.blogs4knowledge.com/wp-content/uploads/2017/10/INTEGRATIN-MARKETING-COMMUNICATION

Marketing communication mix

The marketing communication mix consists of 8 major modes of communication:

  1. Advertising –  Any paid form of non personal presentation of information via:Print media( newspapers and magazines). Broadcast media( Radio and television). Network media( telephone, cable,satellite, wireless), and display media( bill boards, sign boards, posters).
  2. Sales promotion – A variety of short term incentives to encourage trial or purchase of a product or service including consumers promotion( sample and coupon).
  3. Events and experiences –   Company sponsored activities and programs designed to create daily or special brand related interactions with consumers, including sports, arts, entertainment. 
  4. Public relations and publicity- A variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company’s image or its individual public relations. 
  5. Direct marketing – Use of email, telephone, fax, email, or internet to communicate directly with of solicit response or dialogue(conversation) from a specific customers and prospects.
  6. Interactive marketing- online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.
  7. Word of mouth –  People to people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using product or services. This is also extended to and known as viral marketing.
  8. Personal selling – Face to face interaction with one or more prospective buyer for the purpose of making presentations, answering questions, and procuring orders. 

Conclusion

Every medium has its own importance but the most important thing is choose them wisely and set budget need specific. Now a days marketers are shifting their interest towards digital marketing. Digital marketing is creating a greater impact now a days. I am not gonna write on digital marketing, I have written article separately on digital marketing.  More of it traditional marketing is losing its impact. But still always follow guidelines for choosing media so that you can achieve desired results with marketing communication mix. Thus managing integrated marketing communication is an important aspect followed by your quality product/services.

Hope this article helped you to understand about integrated marketing communication.

 

Kumar Prashirsh

An avid reader and blogger, Prashirsh is a digital marketer and also following his interest for blogging and turned blogger who writes contents for enhancement of knowledge for his reader. He truly believes in self which boosts his confidence towards life.

Kumar Prashirsh has 16 posts and counting. See all posts by Kumar Prashirsh

18 thoughts on “Managing Integrated marketing communication

  • October 4, 2017 at 8:46 PM
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    Good post and nice content

    Reply
  • October 4, 2017 at 8:49 PM
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    Please update case study related to integrated marketing communication for depth analysis of designing Strategy

    Reply
    • October 5, 2017 at 8:16 AM
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      Thanks priya. I will mail you case study as this blogging site. Please revert in case you find difficulty understanding sent case study.

      Reply
  • October 4, 2017 at 8:51 PM
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    Very nice. Not lengthy but very informative

    Reply
    • October 5, 2017 at 8:17 AM
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      Thanks Rohini for appreciation. However Integrated marketing communication is very vast topic to understand. I kept it simple and tried to give you all insights with necessary information

      Reply
  • October 4, 2017 at 8:55 PM
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    Very nice understanding. Integrated marketing communication was tough earlier becausr of complex bookish language. I got summarised content which helped in making my project.

    Reply
    • October 5, 2017 at 8:19 AM
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      My pleasure that my post helped you in making your projects. You can suggest relevant topic to me so that I can address it.

      Reply
  • October 4, 2017 at 8:58 PM
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    Good post. Though I am an engineer, I find interesting to read.

    Reply
    • October 5, 2017 at 8:20 AM
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      Thanks Sunil. I think you found value addition in your knowledge although you are an engineer.

      Reply
  • October 4, 2017 at 8:59 PM
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    Good research 👌

    Reply
    • October 5, 2017 at 8:22 AM
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      I always try to research many websites and I also refer marketing books. As a result I am able to get you all with quality content over the topic.

      Reply
  • October 4, 2017 at 9:01 PM
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    How can i subscribe your post. I am notlllle to find subscribe option

    Reply
    • October 5, 2017 at 8:23 AM
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      Thanks Adil that you want to be subscriber. Let me have enough posts on this websites then I will definitely add you as my subscriber

      Reply
  • October 12, 2017 at 2:40 PM
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    Nice and informative analysis,but some aspect need more description

    Reply
  • October 12, 2017 at 5:58 PM
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    Info is really helpful as well as contents are good.. Would like to get more updates on it

    Reply
    • October 13, 2017 at 11:27 AM
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      Thanks…
      If you are my subscriber, you will definitely get my updates via email

      Reply

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