It can create competitive advantage, boost sales and profits, while saving money, time and stress. The Objectives of Marketing Communication The basic objectives of all marketing communication methods are 1 to communicate, 2 to compete, and 3 to convince. The price placed on a product communicates something very specific about the product. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. They are often used to urge people to support social causes such as cleaner environment, better race, relations, and equal rights for women, and aid to the disadvantaged.
It, too, relies on internet research to find the best potential customers. Leverage requires due diligence and monitoring because channels are evolving quickly. Ideally, marketing communication is convincing: it should present ideas, products, or services in such a compelling way that target segments are led to take a desired action. Everyone nurtures what the brand means to committed customers 8. Some will be automated, others will be manual. Consider how, say, advertising imagery can be used in mail shots, exhibition stands, Christmas cards, news releases and web sites. You use public relations to create and foster relationships with publics that are important to you.
Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. Only in this way can an organization have a unified brand image and eliminate the fragmentation that can destroy its brand corporate reputation. Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications. Opinion leaders talk to each other. To do this you must have carefully planned internal communications, that is, good internal marketing. Dramatization: Public relations have potential for dramatizing a company or product. This analogy is neither as silly nor as simple as it sounds.
Email marketing is another way of reaching buyers that data suggest as likely to be interested in your product. It also is important to determine the characteristics of customers, which might include age, education level, gender, income, and geographic location, among others. Unprecedented all coverage of all elements of the marketing communications mix with covering internet marketing, international marketing communications, direct and database marketing, image and brand management and measuring integrated marketing communications. Print media —newspapers, magazines, direct mail etc. They simply consider it to bet yet another fad, here today gone tomorrow. An integrated marketing communications plan matches your available budget of time and money to the most effective means for distributing your message. The outside agencies are then tasked with designing and developing the most effective strategies for the firm that contracted them.
The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers. It can also direct people to your website, or support sales promotions by broadcasting a discount or sales special. The concept of integration also arises as a result of recognition of disintegration, especially in the field of communication. The company and agencies all work together in partnership. Promotion is one element of Marketing Mix.
The beauty of a well-managed Integrated Marketing Communication effort is when the complementary synergy you create overall exceeds any one effort. Find out how and where they want to connect with you and make it easy for them to do it. Designing them to integrate with your other communications elements keeps your messages cohesive and can boost your promotion efforts. Image analysis can be conducted to profile the target audience in terms of brand knowledge to provide further insight. This means you can tailor your pages to become more relevant to popular search words, moving your website up the ranks. Check out the Hall Of Fame later for more about missions.
From traditional compensation to performance-based compensation. For example, image advertising, designed to nurture the brand over the longer term, may conflict with shorter term advertising or sales promotions designed to boost quarterly sales. This integration of elements provides the firm with the best means to reach the target audience with the desired message, and it enhances the value story by offering a clear and consistent message. Understanding multiphase communications helps marketers communicate directly through mass media and indirectly through targeting opinion leaders, opinion formers, style leaders, innovators, and other influential people. They would employ these strategies through multiple marketing communications. Relevant brand needs may be negatively oriented problem removal, problem avoidance, incomplete satisfaction, normal depletion or positively oriented sensory gratification, intellectual stimulation, or social approval.
Link core values into every communication. It improves everything from morale to profitability. People still subscribe to their business, hobbyist and dream publications and enjoy receiving them in the mail. Times have changed and you can no longer sell whatever you can make. Step 6- Collecting feedback: After sending the message, the communicator must find its effect on the target audience with the help of Dagmar Defining advertising goals for measuring advertising results which was given by Russell Colley in the year 1961. They might communicate face-to-face, over the telephone, through the mail or even through an internet chat.
That is therefore the mission of the Centre for Integrated Marketing. It employs a variety of traditional and nontraditional communication tools and methods to deliver messages to customers, prospects, and other important audiences, coordinating all activities to achieve consistency and synergy. Select communication tools which are right for each stage. About the Author Eric Jay Toll has been writing since 1970, influenced by his active lifestyle. There appear to be very few people who have real experience of all the marketing communications disciplines. Earned media uses content to gain loyalty and build an engaged audience. Ask how each communication tool helps to do this.
The Web alone cannot be used to build brands; brand awareness potential is limited. Build a new communications plan. Every department within a company should be aligned around creating value and creating customers. Boost is being endorsed by sport personalities like Sachin Tendulkar and Sehwag, Lux by Priyanka chopra, Vivel by kareena kapoor etc. Communication is the process of delivering a message from one person or group to another.