Integrated Marketing Communication In Marketing

Integrated Communication in Marketing - Introduction

One of the most substantial trends adopted by the organizations is integrated marketing communications (IMC) with respect to its products and services marketing activities. Currently, the global environment is rapidly changing. For instance, exchange of knowledge, technology and communication play a vital role for domestic business to further move with expansion into the global market, as avoid the concern of physical patrolling (Reid & Mavondo, 2005). Today, firms are compelled by rapidly increasing competition, social concerns and environment uncertainties (Knox & Maklan, 2004) and it is a necessity for the survival of firms to fulfil the expectations and demands of influential stakeholders

3) Multifunctional Plan:

According to IMC, the organization as a whole is the main focus. Integration is a competitive advantage which the firm can optimize between channels, messages and the audience and not just focusing on the marketing mix.

4) Long term profitable relationship:

An IMC must be deeply strategic; it must point out to the long term goals. (Porcu et al.,2012)

Framework of Integrated Marketing Communication

Communication in Integrated marketing is mainly used through integrating various tools, resources, and approaches in a company which reveals the maximum impact into the minds of the consumer together with creating images of the product which will result in maximum profits with minimum costs (Shank, 2014). Marketing Communication Planning Framework (MCPF) refers to a model through which ICM plan is created. It is mainly intended to solve inadequacies that are as a result of other frameworks.

Integrated Marketing Communication Classification

IMC can be categorized into three different types of structure which are Inside out approach, outside in approach, and cross functional strategic approach.

1) Inside-out

This approach totally focuses on the consumers which help to provide a new and different view of planning, developing and implementing a program for marketing communication typically known as IMC approach. Through this approach the organizations could acquire knowledge through understanding consumers and certainly accommodate the effective means for implementing communication and marketing. Marketing relations helps in building frequent conversations between stakeholders and organization and that result in increased trust (Shank, 2014). Communication, therefore, builds a rapport that is very profitable in retaining clientele. It also offers unique ways through which planning can be made because its operation is backward. This effectively aids in strategic business management which very important in defining the steps that are required in ensuring that all brands be