Marketing communications has evolved significantly in the past some years. There
ID: 1199923 • Letter: M
Question
Marketing communications has evolved significantly in the past some years. There are so many different ways to communicate from PR to Lead Generation, Advertising to Direct Mail. At times, the types of communications to end users, leveraging various approaches were executed off as separate activities. There was no continuity, no specific overall strategic plan. Thanks to improvements in technology, drive for ROI, the concept, and approach of integrated marketing communications has become a huge focus.
In fact, clients and employers are asking for measurable results. No longer is the phrase uttered by John Wanamaker, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” acceptable.
What is Integrated Marketing Communications and why is it so important in the 21st century for marketers to embrace this?
Explanation / Answer
INTEGRATED MARKETING COMMUNICATION (IMC) IS A STRATEGIC BUSINESS PLAN TO GO FOR A COMBINED, COORDINATED, MIXED AND MEASURABLE PLAN OF ADVERTISING AND MEDIA TO COMMUNICATE WITH ALL LEVELS OF CUSTOMERS, EMPLOYEES AND OTHER AUDIENCE. IN OTHER TERMS IT AIMS AT INCREASING SALES, GAINING PROFITS AND BUILDING LONG TERM BUSINESS VALUE. SO IMC IS A BUSINESS PROCESS WHICH AIMS AT TARGETING A VARIETY OF AUDIENCE WITH A MIX OF MEDIA STRATEGIES WHICH CAN BE MEASURED AND ACCOUNTED FOR.
IMC IN THE TWENTY FIRST CENTURY HAS BEEN A RESULT OF THE NEW TECHNOLOGICAL DEVELOPMENTS WHICH HAS GIVEN THE CONTROL OF COMMUNICATION IN THE AUDIENCE HANDS LIKE INTERNET WHERE YOU CAN SKIP AN AD. THE AUDIENCE OF TODAY HAVE AGAIN ARRIVED IN THE FORM OF GLOBAL VILLAGE WHERE NOT ON STRATEGY OF ADVERTISING CAN WORK WELL, A MIX IS REQUIRED TO ACHIEVE THIS GOAL. THE MARKETS ARE ALSO DIVIDED DUE TO LARGE PRESENCE OF ECOMMERCE SITES. HENCE UNDER THESE CIRCUMSTANCES WE NEED A MULTIPLE TOOL TO GO FOR MEDIA AND ADVERTISING, WHICH CAN TARGET ALL THE AUDIENCE AT DIFFERENT LEVELS OF UNDERSTANDING AND PLACES. THE MARKET OF TODAY IS GOVERNED BY MULTIMEDIA, DATABASES, LARGE NUMBER OF RETAILERS, STRICT QUALITY STANDARDS AND MASS COMMUNICATION SPREAD THROUGH INTERNET.
ALL THESE THINGS HAVE MADE THE IMC A STRATEGIC TOOL IN TWENTY FIRST CENTURY.