Integrated Marketing Communications - Essay Example

Integrated Marketing Communications Marketing is a very vital activity in any organization as it determines its competitiveness. Those activities involved in improving company and brand image such as advertising, sales promotion, personal selling, public relations, and direct marketing are regarded as marketing communication. Marketing communication has been in existence for long and it involved using a single marketing tool at any particular time to reach prospective buyers. Most firms enlisted the services of marketing agencies that specialized in one kind of communication such as advertising or personal selling.

However, due to growth in information technology, internet, and the need to become customer-focused firms saw the need to adopt integrated marketing communications (IMC). Customers were no longer passive recipients of information but also create and are actively involved in the marketing process. Through social marketing, they are able to make inquiries, clarify information and add own information. IMC has become very crucial in recent years and an effective tool for competitive advantage. There is no agreed definition of IMC as it depends on the organizations approach to marketing.

However, a working definition is in place. IMC is defined by Shimp (2010 p. 10) as “a communication process that entails planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to brand’s targeted customers and prospects.” Clow (2007 p. 8) on the other had defines IMC as “a management concept designed to make all aspects of marketing communication (advertising, public relations, direct marketing, personal selling, social media and online communication e.tc) work together as a unified force, rather than working in isolation to maximize cost effectiveness.

” Though definitions may differ, all have common features: all marketing activity takes the consumer as starting point; speak with a single voice, that is, convey consistent message across diverse contact points; involves building relationships; uses any form of relevant contact or touch points and is aimed at affecting behavior (Percy, 2008 p. 7; Shimp, 2010 p. 10). The goal of IMC is to integrate or unify the different marketing communications (marcom) rather than using them in isolation to produce better results and reduce costs.

Since customers have advanced technology tools such as iphones and internet, they can access information at any place and time and can also share information as opposed to being passive (Clow, 2007). Furthermore, customer-focused approach means customers needs to be taken into consideration ad for efficiency, integrating the marcom is essential. It also allows for delivery of a consistent message as well as allowing complementary use of media enhances customer relationship, brand ad customer loyalty thus customer retention and company reputation (Percy, 2008).

IMC is also aimed at affecting behavior of selected communications audience (Shimp, 2010 p. 18). Communication allows dialogue between business unit and customers in order to “remind, inform, build brand preference, overcome dissonance and face competition” (Trehan & Ranju, 2009 p. 3). The communication process involves components such as the source, message, encoding, communication channel, decoding, feedback, and receiver (p. 6). The source in this case is the originator of message who could be the manufacturer, advertiser or marketer.

It should not be forgotten that the customers are the starting point of the process. The source after developing an idea translates it into understandable message through symbols or words in a process referred as encoding. Once encoded, the message is supposed to be delivered to the receiver through the communication channels. These include personal selling, advertising, sales promotion, direct selling, and internet marketing among others. Since the channels serve different purposes and cannot produce the required results in isolation, a combination of the channels is required for efficiency (Shimp, 2010).

Besides, using the channels as unified force rather than in isolation leads to consistency of message hence strong brand loyalty. The receiver is the intended target audience. Through the different channels they receive the message but there is no guarantee that the message will be interpreted the same way (Percy, 2008).They have to decode the symbols from source into meaningful ideas hence responding to the message. If the message is not decoded properly, an error occurs leading to inappropriate response.

This is detected through the feedback mechanisms; for example, through customer complaints, enquiries, or purchases (Trehan & Ranju, 2009). The goal of IMC is to influence the behavior of customers and stakeholders but how does the customer ensure this is achieved? The firm can use different marketing metrics to plan and measure the success of IMC. The first metrics it can use is brand awareness (Clow, 2007). The primary objective of IMC is to make customers aware of the existence of the firm and its products.

It can measure whether this objective has been achieved by surveying customers to ascertain the level and trends in their awareness (Percy 2008 p. 232). Increased purchases can also indicate the level of awareness. Another metrics that can be used is return on sales. The success of IMC is determined by volume of sales and increased returns and if the returns do not change or deteriorate, there is a problem to be solved. Another metrics that can be used is the buyer behavior. The frequency of their purchases, increased market share and retention rates is a good indicator of success (Shimp, 2010).

References Clow, K. (2007) Integrated Advertising, Promotion and Marketing Communications. New Jersey: Prentice Hall. Percy, L (2008) Strategic Integrated Marketing Communications. Oxford, UK: Butterworth-Heinemann. Shimp, T.A (2010) Advertising, Promotion and Other Aspects of IMC. 8 ed. Mason, OH: Cengage Trehan, M., Ranju, T (2009) Advertising and Sales Management. New Delhi: V.K Enterprises.