Marketing Communication Strategy - Assignment Example

Marketing Communication Strategy and Marketing Communication Strategy Q Integrated marketing communication is a desirable objective for business organizations. It refers to the integration of all promotional tools that are used by an organization so that they work together in harmony towards a common objective. However, many issues make it difficult to achieve integrated marketing communication. The organization that manages to implement it effectively gains a competitive advantage over its competitors. In addition, it boosts sales and profits while helping the organization to save on financial and time resources. Integrated Marketing Communication (IMC) helps to involve consumers in the communication process of the organization while guiding them through the purchasing process. In addition, it enables the organization to consolidate its image. In contrast, the lack of integrated marketing communication will result in multiple communication strategies that may undermine the brand of the organization and create confusion among its customers. Furthermore, it enables the organization to develop a dialogue with its consumers. For example, the presence of an integrated communication tool will help the consumers to identify with the organization. In addition, it will enable the organization to nurture its relationship with the consumers. According to Adentinji et al (2004, p. 23) IMC can boost sales by extending messages across multiple communication tools. As a result, there will be more avenues to create awareness among consumers. Schultz (1994, p. 114) states that the awareness will arouse the interest of consumers who will ultimately make a purchase. Consequently, the organization will experience greater sales revenue. In addition, it saves money by eliminating duplication of photographs and graphics because they can be shared as opposed to the creation of different content for each communication. It also enables the organization to use one agency that will save money In spite of the benefits associated with IMC, most organizations fail to implement it due to the significant challenges experienced (Bidlake, 2011). Firstly, there is a significant challenge in measuring its effectiveness. It is difficult for organizations to measure the effectiveness of combining the multiple media channels so as to ascertain its effectiveness. There is a lack of agreement on the best way to implement IMC. In addition, it requires understanding of the values and goals of the organization so as determine the best IMC strategy. As a result, the structure of the organization plays a significant role in the success of this measure. Furthermore, the organizational structure may stand in the way of creating an integrated marketing strategy (Laurie & Mortimer 2011, p. 1464). For example, the marketing department does not have the authority to influence other departments. In addition, the clients may lack the required skills that are necessary for a successful IMC (Eagle & Kitchen 2000, p. 667). In conclusion, although integrated marketing communication is desirable, many challenges that make its implementation difficult. The benefits that it brings the organization in terms of increased sales revenue, operational costs and enhanced brand image are worth the effort. Q. 4 The evolving nature of media from traditional media to digital media has influenced integrated marketing communication. Due to the differences between the two types of media, ICM has to ensure that it is optimized for either media. The success of an integrated marketing campaign depends on not only the consistency of the message but also an understanding of how to use the different types of media. The most significant difference between traditional media and digital media is that the later involves two way communications while the former involves only one way communication. For example, an advertisement in a newspaper does not give the consumers an opportunity to interact with the organization. However, social media channels such as Facebook and Twitter provide an opportunity for the consumer to interact with brands. Digital media is an open and transparent system while traditional media is a closed and opaque system (Stafford & Faber 2005, p. 69). Brands can control the kind of information that is available about the latter while in the former they are powerless. For example, consumers can complain about a brand generating a lot of bad press for it. In addition, they can call them up on any false claims (Metzger & Flanagin 2008, p. 9) Integrated marketing communication is optimized for both types of media. It uses traditional media for mass communication and digital communication for one on one communication. For example, a technology organization can run an ad on television about their new product explaining its general features. In contrast, if someone visits a technology website they can find an advert by the same organization explaining the features of the product in a deeper way. In addition, both the user and the brand can generate the content on digital media while on traditional media the content available is generated by professionals (Grizzle & Wilson 2011, p. 121). For example, the customers of a particular organization may make videos reviewing its products on YouTube. Moreover, they can write about it on blogs. As a result, ICM needs to consider the input of the consumers. Organizations need to create products and services that create a great user experience so that they can get good reviews by their customers. Digital media provides a free platform for engaging with consumers as opposed to traditional media (Hausman 2012). For example, it does not cost any brand anything to set up a Facebook page or a Twitter account. Despite its free nature, digital media provides an opportunity for more integrated marketing communication. Brands can monitor digital media to monitor the views of consumers about the marketing campaign. Furthermore, digital media has created a platform that has a more direct impact on the purchasing process (Dijk & Deursern 2014, p. 54). For example, people can look at the reviews of people on a website and click on a link to buy the product or service if they want to. In addition, the media is mostly used by an educated and younger population. In contrast, traditional media does not have a means for a more direct response by the consumer. In conclusion, there are significant differences between traditional media and digital media. As a result, an integrated marketing communication process requires an understanding of the two types of media and an appreciation for the different dynamics involved. However, despite the differences the organization must ensure that its message on both media is consistent. Q. 5 There are three major problems with integrated marketing communication. Firstly, it is a very expensive process. Secondly, the complex process requires a lot of effort. Thirdly, it is very difficult to measure its effectiveness. The evaluation of integrated marketing campaigns is very important. Firstly, it enables the organization to determine if it is getting value from the campaign. The financial, human and time resources that are required to make it a success makes it very important for the organization to determine if it is worth the effort (Vargas 2005, p. 1). Secondly, evaluating the campaign enables the organization to find areas that need improvement. IMC requires the formulation of a coordinated advertising and branding strategy. If there is a problem in the campaign then the whole organization may suffer. As a result, it needs to be consistently measured to ensure that it serves the good of the organization (Gerber 2008, p. 61). Thirdly, integrated marketing campaign holds a lot of potential for the organization. The organization can gain a lot of competitive advantage if it is implemented in an effective manner. Any source of competitive advantage is very important in this highly competitive business environment. Consequently, it is very important to ensure that the process is carried out in a manner that not only adds value to the organization but helps to position it strategically in the market. Fortunately, many methods can ensure profitability of the endeavor to the organization. Firstly, before the organization introduces an IMC, there should be a deliberate effort to test the market. For example, a number of participants can be used to evaluate the effect that the campaign will have on the organization. Second, the organization should implement the IMC in phases. Doing so will enable them to measure its effectiveness, so that they can make any necessary changes before the campaign reaches the mass market. Thirdly, all the departments should be involved in the formulation of an IMC (Shin 2013, p. 141). Their involvement will not only create a more comprehensive and effective IMC but will also empower them to participate in the campaign. An integrated marketing campaign is more than just branding and advertising; it also involves the culture and values of the organization (Lutz 2014). It is very important for the organization to ensure that the consumer receives the same message from all the members of the organization. Fourthly, the organization should identify its target audience (Schiff 2014). Understanding the target audience will ensure that the IMC is focused towards the segment of the population that can benefit the organization. It is very important due to the presence of multiple media channels with varying dynamics. In conclusion, the expensive nature of IMC makes it important for the organization to determine its effectiveness. In addition, it requires the organization to put in place measures to ensure that it contributes towards the achievement of organizational goals. List of References Adentinji, R. R, Nordin, S. M & Noor S. M., 2014. The Implementation of Integrated Marketing Communication (IMC): Principles in Branding and Advertising: A conceptual Exploration. New Media and Mass Communication. Vol 21. Pp. 23-28 Bidlake ., 2011. Integration: The Perfect Storm, What Next in Integration: Campaign Supplement 9th December, Haymarket Dijk, J. V., & Deursen, A. V., 2014. Digital skills: unlocking the information society. http://www.palgraveconnect.com/doifinder/10.1057/9781137437037 Eagle, L. & Kitchen, P., 2000. IMC, brand communications, and corporate cultures, European Journal of Marketing, 34(5/6), 667-686 Gerber, K., 2008. Marketing communication. Cape Town, Pearson Education South Africa. Grizzle, A., & Wilson, C., 2011. Media and information literacy curriculum for teachers. Paris, France, United Nations Educational, Scientific and Cultural Organization. Houseman, A., 2012. 16 Differences Between Traditional Media and Social Networking. Viewed 28 August 2014 < http://www.hausmanmarketingletter.com/16-differences-between-social-media-and-traditional-media/> Laurie S. and Mortimer, K., 2011. “IMC is dead. Long live IMC” Academic vs. Practitioners’ views”, Journal of Marketing Management, Vol. 27 (13/14), pp. 1464 – 1478 Lutz, Didi., 2014. 8 Key Points to Effective Integrated Marketing Communications. Viewed 28 August 2014< http://hotelexecutive.com/business_review/744/8-key-points-to-effective-integrated-marketing-communications> Metzger, M. J., & Flanagin, A. J., 2008. Digital media, youth, and credibility. Cambridge, Mass, MIT Press Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F., 1994. The new marketing paradigm. Lincolnwood, Ill., USA, NTC Business Books. Schiff, JL., 2014. 7 Ways to Create a Successful Integrated Marketing Campaign. Viewed 27 August 2014< http://www.cio.com/article/2377257/online-marketing/7-ways-to-create-a-successful-integrated-marketing-campaign.html> Shin, K.-Y., 2013. The executor of integrated marketing communications strategy: Marcom managers working model. Berlin, Springer. Stafford, M. R., & Faber, R. J., 2005. Advertising, promotion, and new media. Armonk, NY., M.E. Sharpe. Vargas, R. D., 2005. Integrated Marketing Communications: An Effective, Comprehensive Approach. Viewed 27 August 2014< http://www.fairfaxcountyeda.org/sites/default/files/publications/bv4q05.pdf>. . Read More