Objectives of integrated marketing communication. Marketing Communication 2023-01-04
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Integrated marketing communication, or IMC, refers to the coordination and integration of all marketing communication tools, channels, and sources within an organization into a seamless program that maximizes the impact on customers and other stakeholders. The main objective of IMC is to deliver a consistent and coherent message to target audiences, and to do so in a way that effectively communicates the organization's value proposition and brand identity.
There are several key objectives of IMC that organizations aim to achieve through their marketing efforts. These include:
Increasing brand awareness: One of the primary objectives of IMC is to increase awareness of the organization and its products or services among target audiences. This can be achieved through a variety of marketing channels, including advertising, social media, public relations, and events.
Promoting brand loyalty: IMC can also be used to promote brand loyalty by consistently delivering a positive brand experience to customers. This includes providing high-quality products or services, as well as building strong relationships with customers through personalized communication and engagement.
Enhancing the customer experience: Another key objective of IMC is to enhance the customer experience by creating a cohesive and seamless brand experience across all touchpoints. This includes ensuring that all marketing efforts, from advertising to customer service, are aligned with the organization's brand promise and values.
Driving sales and revenue: Ultimately, the main goal of IMC is to drive sales and revenue for the organization. By effectively communicating the value of the organization's products or services and building strong relationships with customers, IMC can help drive conversions and increase sales.
To achieve these objectives, it is important for organizations to carefully plan and execute their IMC efforts. This includes developing a clear marketing strategy and message, as well as selecting the appropriate marketing channels and tools to reach target audiences. It is also essential to regularly evaluate and measure the effectiveness of IMC efforts to ensure that they are meeting the desired objectives.
In summary, the objectives of integrated marketing communication are to increase brand awareness, promote brand loyalty, enhance the customer experience, and drive sales and revenue. By effectively coordinating and integrating all marketing communication efforts, organizations can effectively communicate their value proposition and build strong relationships with customers.
objectives of integrated marketing communication
It is said that when firms can not integrate its various communications tools, for example, the advertisements of the offering concentrate on one thing, while a price signalled transmit a different message while the labelling of the product depicts still another message, it gives confusing message to purchasers and they may change their decision for buying particular product of company. Integration is dominant concept in marketing because technological developments have transformed how business stakeholders interact. Communication involves meaningful exchanging or sharing of ideas. In other words, feedback response helps in the identification of those factors which tend to restrict the communication between the sender and the receiver. Promotional plans will vary depending on the communication task in hand: customers may need information about specific products, while stakeholders may need messages that communicate company values. Strong relationships translate into customer loyalty. The basic premise of this model is that advertising effects occur over a period of time.
What are the Objectives of Marketing Communication
The receiver customer or consumer then decodes, or interprets, the message. There are millions of people around the world thrives on their morning, afternoon and some evening for their cup of coffee by walking in to Starbucks. This fact is also documented by agency executives Kitchen and Schultz, 1997. Do you ever use the remote to skip the commercials or zap change channels to look at different shows? Quality is the key goal for Starbucks company that both in product and experience. In such cases, the usage of a singular communication platform that incorporates all the aspects of the brand is the best means of reaching out to the target markets. This strategy is an effective way to build customer relationships at a low cost.
Kitchen and Schultz 2000 explained the stages in the developmental process of IMC. On 17 December 1998, the first Starbucks store is opened at KL Plaza in Jalan Bukit Bintang, Kuala Lumpur. Although this goal is most often ascribed to marketing communication, it is the most questionable. These are indeed the two different decision situations. Questions that are useful to ask when formulating a plan include: 1.
. Components of IMC In creating strategy for organization, there are different elements which support to develop that strategy. For this reason, you need to communicate the feature, attributes and benefits of your offerings with them. How do we choose to say it? Schultz 1996 stated that Integrated Marketing Communications not only depend on incorporation of promotional mix instead it also relies on infrastructure, staffing, marketing budget and skills. Companies relied on personal selling for marketing communication in the past, when media such as television, radio, and online platforms were not as prominent. The Integrated Marketing Communication programs include creative strategy, media planning strategy, broadcast media strategy, print media strategy, sales promotion strategy, public relation and publicity and etc.
Desire The next objective of IMC is cultivating the desire in your customers to make a purchase. Integrated Marketing Communication is not just a jargon used by academicians and practitioners of communication package consisting of advertising, personal selling, database marketing, public relations and sales promotions. Changes in communication technology and instant access to information through tools such as the Internet and social media online communication among interdependent and interconnected networks of organizations, people, and communities explain one of the reasons why integrated marketing communications have become so important. Public relations and publicity are confined to creating awareness and a low level of interest. Think about which television shows you choose to watch, which magazines you read, which radio stations you select.
Such elements are essential for the successful implementations of strategy. It is done through the various channels of advertising, publicity, sales promotion, and salesmanship. The media is the channel that the sender is using to transmit the message to the receiver. You definitely know what youre talking about, why throw away your intelligence on just posting videos to your blog when you could be giving us something informative to read? Because they can reach from the national to the global level, the reach of potential customers is quite broad. The consumers also form their opinions about the brands in number of ways. Consumers do not meekly accept everything directed towards them; they challenge the proposition and someÂtimes, even dispute it. Mere understanding about communication as involving an interchange of meaning and a process that results into transfer of meaning is not sufficient to capture the nuances in understanding the term marketing communication.
Its consistency and cost effectiveness are its main merits. Marketing communication is a mix of advertising, public relations, mass media, social media, branding, packaging and other print material that can help you to convey your message with the market. Interest- Ad seen does not necessarily mean ad read. What are our measures of success? Be it his involvement at Timex Watches — his very first stint — or at ABP a large media conglomerate with premier publications like Fortune India and Fortune Asia as well as national TV news channels like ABP News, ABP Majha etc. Noise is a random element and is referred to as anything that distracts and reduces the effectiveness of communication. Here the target audience is exposed to the message.
Marketing Communication: Definition, Objectives, Types, Process, Steps and Strategy
Some of the other essential goals are transparency, controlling resources, motivation to strive to achieve budget goals, and making it easier to communicate plans to various other divisions. Process of producing and applying the different communication programs and the probability to have impact in future over time, general IMC process begins with the customer and work to verify and define the methods and forms to develop the powerful communications programs Schultz, 1993. Products in the introductory stages typically need a lot more promotional dollars to create awareness in the marketplace. A planned promotional strategy, however, is certainly the most important part of marketing communication. The size too does matter. Also read: Direct selling Direct selling is an assertive marketing approach that involves salespeople from companies who will directly convey persuasive messages to potential customers.
Marketing Communication: Objective of Marketing Communication
Marketers have less control over the nature of the publicity that their organizations and products receive than they have over their advertising, personal selling, and sales promotion messages. Day by day, marketing consultants are promoting political candidates, and aiding in higher education, family planning, road safety and physical fitness. PR is often perceived as more neutral and objective than other forms of promotion because much of the information is tailored to sound as if it has been created by an organization independent of the seller. This method is quite beneficial for those companies which use promotional codes, discount coupons, special offers as the marketing strategies or when your business is heavily dependent on the repurchase etc. This Starbucks card provides customers a lot of benefits and it can refer in Starbucks Malaysia website.
Modern marketing manages the four Ps of product, promotion, price and place or the channel of distribution. In this way, public relations will further build consumer confidence in the company. This model is further elaborated to cover a number of more steps: awareness, knowledge, liking, preference, conviction and purchase. Public relations refers to evaluating public attitudes, identifying policies and procedures of the company with the public interest and executing a program of action to earn public understanding and acceptance towards the brand. Attention — Advertisement attract attention to them mainly on account of their layout. Sender constitutes the source of information that has some information to share with the receiver. The disposition of the news release is entirely in the hands of the media and cannot be dictated by the marketer.
