Introduction
This paper shall discuss the importance of understanding and appreciating the various IMC tools to those who work in the field of advertising and promotion as well as the challenges faced when doing online marketing.
Importance of understanding and appreciating the various IMC tools to those who work in the field of advertising and promotion
Understanding and appreciating the use of IMC tools are useful to those who work in advertising and promotional fields, because it helps in the creation of a competitive advantage for the firm. Moreover, it helps in boosting the sales and the profits that a firm makes as well as saving the firm a lot of money and time that are considered to be important resources in a firm. This helps in reduction of stress.
Again, IMC is mostly customer centered. This means that all communication is aimed at reaching the customer without any contradictions. This helps the customers to go through the process of buying without any problems. An organization using IMC presents a good image of it to those observing them and at the same time improves its relationship with the customers.
An example of a company that has used IMC strategy for marketing its product is the “GUINNESS IT’S ALIVE INSIDE”. Instead of coming up with new advertisements for the various media, which they wanted to use to advertise their products, a single idea was adopted.
It is the idea that was used in their various communications, advertising and promotion of the products. This ensured that a message that was consistent and devoid of any contradictions was passed across to the target audience.
The use of ‘relationship marketing’ strategy, advocated for by IMC, helps in the creation of a strong bond between a firm and its customers. It is such a bond that ensures loyal customers of the firm, who can not be compelled easily to leave the firm.
With such loyal customers the firm is assured of success, despite having many competitors. Being able to retain these loyal customers for their entire life without being swayed around is a competitive advantage to the firm.
An increase in the effectiveness and efficiency of services rendered by the firm, which come as a result of using IMC, help in increasing the profits of a firm.
The use of IMC helps in ensuring that only credible messages are communicated to the customers because there is consistency in the communication offered. Therefore, the buyers are confident when buying from such firms. This is an advantage to the firm.
An example of a company that has done this is “GUINNESS IT’S ALIVE INSIDE”. Through its integrated campaigns, whereby a single idea was employed in all its adverts, the company was able to achieve consistency in its delivery of messages to the customers.
Challenges in on-line marketing
With the increased use of the internet globally an on-line presence of every company has become a necessity. In addition to the traditional methods of advertising, such as the use of radio and television, on-line marketing has become a necessity to most companies.
However, this shift to on-line marketing by various companies is not without some challenges, which have to be overcome, if this method of marketing is to be profitable to the companies.
One of the challenges faced when doing on-line marketing is brand awareness, because of the extensive marketing that is needed in order to break through. Brand awareness for those who do internet marketing is something that involves the use of a lot of time and resources to develop. Again, a lot of expertise is needed in the development of brand awareness in on-line marketing.
The other common challenge faced has to do with security problems, as well as privacy concerns. This is one of the major challenges faced by on-line marketers because the web is something that is vast and expansive, such that making it completely contained and secure becomes a major challenge.
The presence of hackers and people who practice other forms of online theft, taking advantage of companies that do their businesses online and unsuspecting customers, is a major challenge. Because of this bad reputation, which has marred online businesses and marketing, customers are not confident enough to divulge confidential information that may be required in order to do online transactions.
Winning the confidence of customers and ensuring that their details are kept confidential and secure is one of the challenges faced.
McDonald’s, one of the world’s largest restaurants that provides its customers with quality fast foods, has been on the front line in advocating and ensuring that privacy concerns of their clients are taken care of. The restaurant has a privacy policy that guarantees all the customers that any information they offer will be treated with utmost confidentiality.
How to handle the rapid growth and expansion that a company may experience due to internet marketing is also a challenge that most companies need to address. As the company grows, the need for additional workforce may arise and some companies may not be in a position to hire more employees.
Again, the company may not be ready for any major expansions, which may be a major challenge to them. Moreover, the purchase of additional servers due to the high volume traffic may be necessary and the company may not be ready.
Conclusion
The use of IMC is very beneficial to those who work in the field of advertising and promotion. Some of the benefits include creation of a competitive advantage for the firm, creation of loyal customers and dissemination of credible messages only. Some of the challenges involved in online marketing are brand awareness, security problems and privacy concerns along with a query regarding how to handle the rapid growth and expansion.