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Role of Integrated Marketing Communications
Role of Integrated Marketing Communications
Role of Integrated Marketing Communications
Communications
Overview
A Definition
Integrated Marketing Communication..
is a process for planning, executing &
monitoring the brand messages that
create customer relationships
Duncan, Principles of Advertising & IMC, 2005:17
Integrated Marketing Communication (IMC)
3
Mont Blanc use a variety of marketing mix elements, including
price, product, design, brand name and distribution strategy to
create high-quality, upscale usage image for its pens.
Mont Blanc
Impact of IMC
5
The Goal of IMC
6
Benefits of IMC
7
The Changing World of MC
Old World New World
8
IMC The Evolution
Mass Marketing
Using mass communication
to
Relationship Marketing
Using integrated marketing communication with a
focus on interaction
What trends are driving integration?
External Internal
Brand & product
proliferation Expertise
Customisation Corporate missions
Decreasing brand loyalty Communication
Price sensitivity technology
More demand, less trust
Clutter Benefits to be gained
Service Economics
Rising Costs &
Accountability
Interaction Model
Environment
Market
structure
Dynamism
Interna1onalisa1on
Channel
posi1on
Social
system
Atmosphere
Power/dependence
Co-opera1on
Closeness
Expecta1ons
Organiza(on
Organization
Technology
Long
term
rela1onships
Technology
Structure
Ins1tu1onalisa1on,
Adapta1ons
Structure
Strategy
Strategy
Interac(on
Process
Individual
Individual
Aims
Aims
Experience
Short
term
exchange
episodes
Experience
Products/services
Skills
Skills
Informa1on
Financial
Social
Upstream
suppliers
Direct
Supply
suppliers
network
Manu-
facturers
Distributors
Distribu2on
network
Customers
Integration = Synergy
When brand
they reinforce each and create a
messages are
other synergy effect like:
integrated
14
The Marketing Communication Matrix
Ballantyne, Luxton, Powell (2004) Introduction to Marketing: A value
exchange approach ed Gabbott, Pearson:381
2-way
communication
An interactive
approach (listening &
learning including
informal dialogue
initiated by planned
messages)
1-way
communication
Conventional mass
marketing
The Importance of Integration
16
17
The Key Players in the IMC Process
18
Organisations: Nike as an example
B2B
B2C
Source: http://commercial-archive.com/132015.php 23
What is Brand Public Relations?
All the companys efforts to foster
better relations with its various publics
or stakeholders, beyond relationships
necessitated by sales transactions
Is it the same as publicity?
What is Sales Promotion?
Can take many forms (samples, bonus
packs, sweepstakes, coupons, competitions
etc etc)
Targeted at trade & customers
Short term focus
Are Price Offs sales promotion?
Personal Selling?
Social selling
Customer retention
Customer acquisition
Referrals and Cross selling
Internet / Social Media
True One on Marketing
Co-creating with customer
I.e. Face book, twitter, Utube, Linkedin,
Slideshare etc
Events & Sponsorships
28
Packaging
Communicates value and quality
Protects product
Ways of differentiating product
Visually impactful
Message Clutter and IMC
Developing the Integrated Marketing
Communication Program
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard