Introduction
According to American Marketing Association, integrated marketing communication (IMC) can be defined as a planned process meant to ensure that all product contacts given to a customer or to a prospective customer for a specific product or service are appropriate to that customer and that the contacts have to remain consistent for some time. ICM can also be defined as a holistic way of promoting buying and also selling by use of the digital economy. This definition is based on the marketing power dictionary. This concept of integrated marketing uses various online and offline channels of marketing. The online processes of marketing include e-commerce promotions or programs using the computer, for example, emails, pay –per click methods, and other related web channels such as internet TV and podcast. The offline promotions channels are the normally traditional print media, and also the mail, radio, television, billboard, and public relations.
Relationship between ICM and Marketing Strategy
Integrated communication marketing is closely related to the marketing strategies of organizations. All profit-making organizations center on customers’ satisfaction. This ensures the organization grows and achieves its targets in the market. However, in today’s competitive world, companies have to re-strategies their marketing concepts. These new strategies have to anticipate market changes Young (, 2006). In the past, many companies all over the world used mass marketing to sell their products to their customers. The mass marketing technique led to efficient mass media promotions and advertising to support the company’s mass marketing strategies. However, today marketing communications have changed, and companies face new realities. This changing communication environment has been brought about by the fragmentation of mass markets. The trend today is to shift from mass marketing to focused marketing strategies; this ensures close touch with customers and in these micro markets. The second reason for the change in communication is due to the high advancement in information technology that has occurred.
Currently, information technology makes it possible for organizations to keep close track of customer needs. This is due to new avenues in communication that are present. The shifting from traditional mass marketing to ICM has, therefore, a direct relation to the market strategies of both profit and nonprofit organizations. Due to these changes, organizations have to rethink their marketing strategies and change the way they have been using different promotional media. Thus, in relation to marketing strategies, organizations, especially the profit-making ones, will have to change the way they market their product and become more focused on close customer relations. This undertaking may reduce the companies’ profits initially. For the nonprofit making organizations they will also have to change the marketing concepts of the organizations in order to reach more people who require their service. Though their aim is not to make profit for them to remain competitive service provides a new approach in marketing is certain. However, other advertising media such as the television and magazines still remain important for organizations (Young, 2006).
Real-World Example of ICM
In looking for a real-life ICM example, we shall examine the Nissan Company. First for a company to carry out an effective ICM, it has to follow specific steps, which include identifying the right audience, establish the response the company wants, choosing a message and the medium to pass the message, and getting the feedback. When the Nissan Company produced another car model by named “Infiniti” it used the ICM method. First, it just produced ads having the car’s name without the car’s picture. This was to create awareness to the customers (audience) of the car. This then aroused the feeling of the customers as some wanted to know see how the car looks like. Then the Nissan Company continued producing ads about the features of the car. This technique was meant to take customers through stronger stages of feelings which are linking, preference; and also conviction. This may get the customers convinced about the car but, they will wait to make a purchase.
At this point Nissan company salespeople may target specific customer by calling or writing to them, for a special show of the car. The Nissan Company then had to create a message to the audience; the message should be effective and arouse the desire of the customer. After this stage the company then got into personal communication with interested buyers through personal contacts or telephone calling. The Nissan Company then collected feedbacks about the “Infiniti” car; this helps the company to make any changes in the promotion program. The company final can then make desired changes and launched the car to the market. The company is using the ICM method to offer online sale for those buyers who wish to buy the car online. Through ICM Nissan Company has revolutionized its marketing concepts.
Conclusion
In this highly competitive world and high information technology advancement companies are faced with challenges in changing the way they operate. As market competition take cut throat level integrated communication marketing becomes more important because it is more customers focused and allows the company to closely relate with its customers. This means that companies must change their marketing strategies in order to remain competitive. Though, ICM have changed medium of promotions television and the print media will continue being important tool in advertisement.
References
- Caywood, C. Don S. and Paul W. (1991): Integrated Marketing Communications: A Survey of National Consumer Goods Advertisers. Northwestern University report
- Young, C. E. (2006): Integrated Testing for Integrated Marketing: One size almost fits all Quirks’ Marketing Research Review.