Integrated Marketing Communication

Reasons of Growth of IMC

1.   From media advertising to multiple forms of communication.

2.   From mass media to more specialized (niche) media, which are centered around specific target audiences.

3.   From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.

4.   From general-focus advertising and marketing to data-based marketing.

5.   From low agency accountability to greater agency accountability, particularly in advertising.

6.   From traditional compensation to performance-based compensation (increased sales or benefits to the company).

7.   From limited Internet access to 24/7 Internet availability and access to goods and services.

Features

1.   Shift in Promotional Expenditure from Traditional Media to Non-Traditional Media.

2.   Usage of Internet and Social Media to Communicate.

3.   Growth of Database Marketing.

4.   Market Place Power with Retail Industry.

5.   Greater Accountability Asked from the Advertising Agencies.

6.   Focus on Niche Media.

7.   Performance based compensation.

Advantages / Need / Importance

Integrated Marketing Communication delivers many benefits. IMC can create a competitive advantage. It can boost sales and profits, while saving time, money and stress. IMC makes messages more consistent and credible. The main motto of integrated marketing communication strategy is to work towards the common goal of customer-focused marketing.

© Creates Competitive Advantages.

© Makes Messages More Consistent.

© Saves Money: Eliminates duplication of graphics work etc.

© Cements a Bond of Loyalty with Customers.

© Stimulates Buying Process.

© Helps Increase Profits.

© Helps in the Careful Link of Messages:  Giving timely reminders, special offers and updated information which, when presented in a planned manner, help them (buyers) move comfortably through the various stages of their buying process.

© Strategic coordination of all marketing messages

© Creative Integration