What is Integrated Marketing Communications?
Integrated Marketing Communications is an integration of marketing tools such as advertising, online marketing, public relation, direct marketing, and sales promotion. Promotional tools are effective when they work together rather than in isolation. The strategy behind IMC is to create a seamless experience for the customers.
It’s essential for the organizations to promote its brand not only to the end-users but to compete with the competitors to stay in the market for the long run. Promotion does not include just creating awareness amongst people about the product but also includes spreading the knowledge about its features and functionalities.
Tools of Integrated Marketing Communications
Advertising is the non-personal and paid form of communication. It is one of the most effective forms of communication where it reaches a mass audience at once within a short period of time. It not only increases sales but also creates awareness among consumers. Marketers need to ensure that the right message should be delivered in the right manner to the consumers.
The various media used are print media, radio, billboards, television etc.
Personal selling includes face to face interaction with the end users with the motive of promoting the product and convincing the buyer to purchase the product. It is the most effective tools in IMC as salesperson directly communicates with the buyer, resolves their issues on spot, Improvise his pitch as per the need of the buyer and focus on building a long-term relationship with end users.
It is the oldest form of communication where organizations directly communicate with end users through emails, telephone, fax, text messages, catalogue, brochure, and promotional letter.
Nowadays people buy more online, so marketers help consumers in the buying process by sending those catalogs and other marketing material which makes the process easier for consumers.
Mobile marketing involves communicating with customers through mobile by sending them a text message. It is the cheapest traditional means of promotion.
It is one of the most powerful media where the promotion of the brand or business can be done through the social media channel. It is one of the low-cost promotional methods where a large number of users are targeted at once.
It is the practice of managing the relationship between an organization and the public. It is a two-way communication where the public shares their feedback to the organization. PR is done to create the goodwill in the market and present the product of the company in the positive light.
Promotion can be done through press releases, public appearances, event sponsorships, news, etc.
Sales promotion are the short term incentives given to consumers to accelerate the sale. It gives them a reason to buy the product by providing attractive offers like discount coupons, contests, premiums, samples, sweepstakes, price packs, low-cost financing deals, and rebates.
It is a mixture of sales promotion and public relations. Sponsorships create brand loyalty and help in differentiating the product with competitors.
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