Integrated marketing communication Essay Example | Topics and Well Written Essays - 1750 words

Integrated marketing communication - Essay Example at that place is a much used clich sentence in marketing circles that goes - If you build a better mousetrap, the being will beat a path to your door. (Crilley 2009). But according to management experts this no longer holds adept today. Hence the reality is that when you build the worlds best mousetrap, customers dont naturally come knocking at the door. A output or service whether it is provided by a private or public service organization necessitate to market it and marketing take aways marketing communication for it to succeed. According to Ms Linda Hall and Dr. Mark Wickham of the University of Tasmania, thither is a lot of homogeneity in products, services and price, the concept of integrated marketing communication has get under ones skin the new frontier to enable organizations to differentiate themselves, their products and services from other. (Hall and Wickam). IMC is the transformation of billet messages to the cons umer group on an integrated basis IMC is be as a management concept that is designed to make all aspects of marketing communication such(prenominal) as advertising, sales promotion, public relations, and direct marketing work together as a unify force rather than permitting each to work in isolation. (Lake 2009).There are several primary reasons why organizations need to change their isolated marketing communication attempt to an integrated one. They are changes in the society, changes in the economy, and changes in technology. (Varey 2001, p.254).Changes in society The behaviour and pattern of buying among consumers have undergone a sea change when compared to a few decades back. The concept of a brand loyal market has changed to a repertoire market. An article name Mistakes Marketers Make that appeared in eh Wall Street Journal states that marketers focus on building brand loyal customers, term in reality, this concept is fast disappearing. This is truer in the case of consum er goods. Most frequently purchased consumer goods are in repertoire markets, though many consumers dont realize it. (Corkindale 2008). The feature of a repertoire market is that customers will have a basket of goods of the same type of product which he or she will alternatively buy. In a repertoire market, the customer will buy from a repertoire of brands (more than one brand). (Marketing Wisdom for 2004 99 Marketers and Agencies section Real Life Tips). The Wall Street Journal Article mentioned earlier states that in such a case marketers need to reach a larger audience and hence resorting to an integrated marketing approach will be more practical. . Changes in the economy The cost of media advertising is increasing as snip goes by. Organizations can no longer rely on a single expensive media like the television system to promote their products and services. They have to be more cost conscious and at the same time be effective. An IMC strategy uses all types of promotional med ia and hence a marketing mix can be substantial integrating less costly media with the more expensive ones. Changes in technology Fifty years ago, the extract of advertising media would have been limited to the print and radio and television is certain markets. A little after few televisions channels appeared which later boomed with the introduction of cable TV and direct to home services. The internet as an advertising medium also became very popular. The huge increase in choice has also necessitated in an integrated marketing strategy for effectiveness. Global business scenario Integrated Marketing Communication (IMC) is considered as natural part of the business operations in the global business environment .Both public and private welkin organisation are required to run their business in the global competitive environment. Expansion and variegation of business operations on global basis requires integrated marketing communication. Integrated communication improves business p roductivity and performance on a greater extend.