Integrated marketing communication is a way of approaching the marketing process from the customer's viewpoint. It involves the coordination of all five marketing communication methods -- personal selling, advertising, public relations, direct marketing and sales promotions -- to develop a unified message about the company, its products and services. Integrated marketing communication is a four-step process, starting with market segmentation.
Segmentation
Segmentation involves understanding the demographic characteristics and buying preferences of the target market and then subdividing it into groups or segments. Surveys, focus groups, industry databases, Internet search engines and published customer reports are among the information sources and tools that can help in market segmentation.
Objectives
The objectives of integrated marketing communication include generating awareness in a company's products and services, responding to competitor initiatives, stimulating demand, retaining customers and changing customer behavior. The brand equity of a product is the degree to which consumers favorably perceive a brand relative to the competitors' brands. Integrated marketing strives to enhance brand equity, which means encouraging customers to adopt a brand and be a repeat customer.
Message
A marketing message must try to instill a clear idea of the brand in the mind of the target demographic groups. The message must be consistent across all media platforms. Although messages should be tailored for each target segment's needs and characteristics, multiple messages must have the same theme. For example, if "exceptional service" is a company's value proposition or set of features that distinguish its product from the competitors, that message must be the core theme in all marketing messages.
Strategy
Developing an integrated marketing communication strategy involves selecting and implementing the right communication mix of marketing channels and methods. No single marketing channel -- newspaper, billboards, radio, television or the Internet -- dominates the consumer experience, which means the channel mix must be adjusted to respond to the needs of the market segments and changes in the competitive environment. The selection of communication methods depends on several factors, including the size of the market, the product and the advertising budget. Funding decisions may be based on past sales levels, competitor expenditures and other factors. The budget also determines the selection of channels.
Evaluation
Financial results, such as sales volume growth and unit profit, directly evaluate the success of the integrated marketing communication process. Brand recognition, number of repeat customers and brand loyalty are other measures of success. Corrective action should be taken to remedy deficiencies, such as increasing investments and adjusting communication methods and channels.
Tags: marketing communication, communication methods, integrated marketing, message must, brand equity, company products, company products services