Integrated Marketing communications

Résumé du document

Integrated Marketing communication is a marketing concept that implies that two and two equal 6, that is to say that all parts together have a greater value than each part taken individually. That's the idea of synergy. It is a new way of looking at the whole and realigning communications to look at it the way the customer sees it. It gives someone the responsability where none existed before, to unify the company's brand images and messages as they come through thousands of company activities. In this document we'll try to explain the importance of Integrated Marketing Communications. The real strength of Integrated Marketing Communications lies in the fact that it starts with the needs of the target audience.

Extraits

[...] Another factor is of course cost efficiencies. The growth of integrated marketing communications can also be explained by the fact that it is becoming more and more difficult to distinguish the different elements of the marketing mix because of the use of sales promotion techniques. Other reasons include the importance of Relationship marketing (which aim is to keep in touch with customers by using technologies, to build loyalty because marketing is not just a matter of transactions) as well as the fragmenting of traditional media. [...]

[...] The real strength of Integrated Marketing Communications lies in the fact that it starts with the needs of the target audience. The importance of Integrated Marketing Communications II) Factors contributing to the growth of Integrated Marketing Communications III) The benefits of Integrated Marketing Communications IV) Barriers to implementing Integrated marketing Communications The importance of integrated marketing communications Integrated Marketing Communications are very important nowadays. Indeed, they create synergy between the messages sent out by an organization not only through marketing communications but also through the other elements of the marketing mix (product, place, price, promotion). [...]

[...] IV) Barriers to implementing Integrated marketing Communications The first barrier is the resistance of employees who may fear that their job will no longer exist if the change is implemented. With integrated marketing communications, many tasks are centralized and the need for some jobs may be eliminated. Creative constraints are also a barrier to Integrated Marketing Communications. Creative departments often think it can stifle creativity (rules of bureaucracy). Finally integrated marketing communications require a long term outlook and can take time to deliver efficiency. But managers usually face short term financial challenges . [...]

[...] Finally we can say that Integrated Marketing Communications motivates organizations to appoint someone to act in a unifying capacity. II) Factors contributing to the growth of Integrated Marketing Communications There are a number of factors that have made organizations more receptive to integrated marketing communications. We mentioned the idea of synergy that is to say the idea of combining all elements of the mix under one umbrella to get a perfect mix. This is the key of success. Another factor is the growth in consumer travel. Many multi-national companies use Integrated Marketing Communications. [...]

[...] III) The benefits of Integrated Marketing Communications The first benefit is obviously to reach a greater impact. As differences between the physical characteristics of products become negligible, clear product positioning is essential to achieve competitive advantage. Integrated Marketing can help to do this. Another benefit is the fact that there is less duplication in tasks. Indeed, integrated marketing communications force companies to review their agencies and to work with fewer. They work together to deliver integrated marketing campaigns. Finally a more integrated approach can help deliver cost savings. [...]