Prepare communications strategy plan comprising the objectives of the campaign, positioning the brand, selection of communication techniques and media channels and preparing a creative brief. Integrated marketing is the practice of combining different elements of marketing so that they work together. Digital marketing strategy simon kingsnorth has produced a book of compelling quality. In todays marketing environment, promotion involves integrated marketing communication imc. Integrated marketing definitions definition of integrated. We engage audiences to tell great stories through a fully integrated suite of marketing services. I believe that having a digital marketing strategy framework to. It is important to understand what an integrated marketing strategy is before you get started with one. This integrated marketing communications campaign is designed to promote the uc logoslogan, improve communications with customers and more closely monitor social and digital marketing efforts. To be able to achieve success through imc, uber will plan, execute, evaluate and control various promotional mix elements in order to create effective campaign messages that will be received by the target audience. Integrated marketing communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines. The course focuses on the strategic aspects of marketing communications, and will not deal in detail.
An introduction to integrated marketing communications. Integrated marketing communications plan usc online mcm. These integrated marketing communications will be adopted to accomplish the marketing. The goal of an integrated marketing communication strategy is to ensure that all communications remain consistent and convey the companys message in a way that adheres to its values, image and goals. The concept of integrated marketing communication has evolved over four. A conceptual application model and fivestage process is presented for an upstream social marketing strategy based on integrated marketing. Name and define the five tools of the promotion mix. For example, if you choose a risk communication plan, you use it to plan how you will manage business risks. Check out our content marketing strategy template for inspiration. If you choose a marketing communication plan, you use that to plan your marketing. The following are examples of integrated marketing.
This is what we mean by integrated marketing communications. The need to make customers a top priority is well known but rarely executed because marketing glory isnt won by keeping customers. A conceptual application model and fivestage process is presented for an upstream social marketing strategy based on integrated marketing communications imc. Since then imc has developed into one of the most influential mana. A marketing strategy plan, like quality management plan examples, ensures that the company adheres to the standards that are set in relation to the activities that it will execute. Strategic integrated marketing communication theory and practice larry percy amsterdam boston heidelberg london new york oxford paris san diego san francisco singapore sydney tokyo butterworthheinemann is an imprint of elsevier. What is integrated marketing plus some great examples. It relies on brand identity and storytelling to create a strong, singular message to focus on. Team responsibilities and workflow this is a must to ensure operational efficiency and to give management clear visibility into what your marketing. The desire to attain the perfect dissemination of product information to the target clients despite the use of various marketing strategies can be achieved with an integrated marketing communication plan template. Using an integrated marketing plan allows companies and other corporate and business establishments to remain consistent with their campaigns and branding. Integrated marketing messaging strategy integrated marketing messaging strategy campaign timetable direct response dates campaign media tools key message expected results target.
The reason as to why a lot of businesses need to market themselves and what they have to offer is so that people know that they exist. From fragmented to integrated marketing marketing may be integrate now, but, it used to be fragmented. To introduce the concept of integrated marketing communications imc and consider how it has evolved. This essay explores marketings approach to todays situation of interactivity and engagement as strategic integrated communication. Integrated marketing is a unified, immersive, costeffective strategy that makes the most out of your marketing budget. What are integrated marketing communications imc strategies. Each letter is integrated with the other to create the better good of all and make the word legible.
The goal of an integrated marketing communication strategy is to ensure that all communications remain. Therefore, an integrated marketing communications imc strategy consisting of a combination of promotional tools could be an essential element of the businesses overall marketing strategy. Integrated marketing definition communication strategy. The importance of integrated marketing communication bizfluent. Now in its third edition, this comprehensive text offers a classroomtested, stepbystep approach to the creative processes and strategies for effective integrated marketing communication imc. An integrated marketing and communications approach that makes best use of all tools across the marketing mix as part of. Oct 24, 2012 creating an integrated marketing strategy examples of applying a digital marketing communications framework why use a framework. Strategic integrated marketing communication theory and practice larry percy amsterdam boston heidelberg london new york oxford paris san diego san francisco singapore sydney. Integrated marketing communication is the planning and execution of all types of marketing communication needed for a product, brand, idea, company or place in order to satisfy a common set of objectives and support the positioning of promotion. Jain 1993 marketing strategy is mainly indicated by the marketing.
This is a powerful reason to rely on an integrated data strategy. Integrated marketing communication mk 211 course instructor. Integrated marketing communication is an approach to achieve the objectives of a marketing campaign through a wellcoordinated use of different promotional methods that are intended to reinforce each other. Understand the scope of strategic marketing planning identify broad organizational market strategy alternatives describe the value of alternative portfolio models. Patil university, school of management, navi mumbai, in partial fulfillment of the. Belch and belch 2001 describe the move towards integrated marketing communications imc as one of the most significant marketing developments of the 1990s. Marketing strategy an integrated approach to online marketing simon kingsnorth iii. Promotion is one of the four major elements of the marketing mix. Communication process, steps involved in developing imc programme, effectiveness of marketing communications advertising.
Back in 20, forbes detailed why todays marketing professionals have to be proficient not only in traditional media like television, radio, and print, but also in evolving digital opportunities like social media, mobile, and viral marketing. Discuss the process and advantages of integrated marketing communications. Use of a variety of communication disciplines to work. Integrated marketing communication wiley online library. Marketing strategy 2 learning objectives learning objectives after reading this chapter, you should be able to. For you to optimize and maximize the usage of an integrated marketing. Sep 07, 2011 here are the top five components of an integrated marketing strategy. May 27, 2015 marketing strategy with an integrated content strategy, marketers can provide a more consistent message, expand a companys network of potential customers, and better connect with prospective buyersall while driving greater returns. Not only has technology provided new and innovative channels of communication, it has also made the availabiliry development and. Creating an integrated marketing strategy smart insights. Market research has indicated that the uc has room for growth in departmental marketing efforts, digitalsocial media, and customer communications. With a wide range of communications channels available to social marketers it is crucial that these deliver consistent messages. I will be using advertising and integrated brand promotion by oguinn, allen, and semenik, 6e.
Great marketing will always need a veteran hand on the steering wheel of strategy. Raleigh marketing agency, web design and development brasco. Weilbacher 2001 explored that integrated marketing communications should have one single strategy for all the communications directed towards the customer by the marketer and not different strategies. Integrated marketing communication strategy 15 1 definition the marketing communications mix the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. This study was aimed at exploring the role of integrated marketing communications imc on. Brasco is a creative branding and digital marketing agency based in raleigh, nc. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. Blakeman covers key areas, from marketing plans, brandingpositioning, and creative briefs to copywriting, design, and considerations for each major. An integrated marketing communication strategy as part of integrated marketing would thus involve choosing marketing communication. Integrated marketing communication imc is not a new concept as it has emerged as early as 1980s. Integrated marketing entails the coordination of all the marketing activities, in order to maximise all the joint effects.
Most marketing communication methodologies are focused on advertising, sales promotion, direct marketing. Dec 07, 2016 integrated marketing is a unified, immersive, costeffective strategy that makes the most out of your marketing budget. Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales. Jan 01, 2006 the emergence of integrated marketing communications imc has become a significant example of development in the marketing discipline. Therefore, an integrated marketing communications imc strategy consisting of a combination of promotional tools could be an. Members of an integrated marketing communications team. Marketing programs and processes where a variety of stakeholders will be involved in needs to be guided by a marketing strategy. The awardwinning raleigh marketing agency believes in authenticity. Jan 15, 2015 margaret dawson defines integrated marketing and the required components of an integrated marketing plan. Developing and executing an integrated marketing campaign. For you to optimize and maximize the usage of an integrated marketing plan, here are some of the things that you need to do. Integrated marketing strategy in raleigh nc brasco.
As an experienced consumer in the englishspeaking world, you. For references, browse through a selection of integrated marketing plan examples in pdf available for. Then, firms seek a competitive advantage and synergy, planning a well integrated program of marketing mix elements. Outline the steps in developing effective marketing communications.
The key to rolling out an effective campaign across multiple platforms is an integrated marketing. This document was created for marketers to brief an agency, or agencies, for an integrated marketing communications imc campaign, but is also useful for a specific creativeadvertising campaign. Pdf integrated marketing communications researchgate. Integrated marketing is a strategy aimed at unifying different marketing methods such as mass marketing, onetoone marketing, and direct marketing. Dec 12, 2016 integrated marketing is the practice of combining different elements of marketing so that they work together. It is often used interchangeably with imc integrated marketing communications, 360degree campaigns, and omnichannel marketing. To examine how various marketing and promotional elements must be coordinated to communicate effectively. Marketing programs and processes where a variety of stakeholders will be involved in needs to be guided by a marketing strategy plan so there will be a smooth flow. Therefore, an integrated marketing communications imc strategy consisting of a combination of promotional tools could be an essential element of the. In recent years company to customer interaction has developed in such a way that if a.
Margaret dawson cmo rival iq building your integrated marketing plan. Multiple marketing channels are then used to communicate those messages in the most cohesive, consistent, continuous, and. We will evaluate all marketing tools available to ensure that we are building a fully integrated marketing plan and approach. It combines branding and marketing strategy, advertising, sales, pr, social media, and direct marketing through a combination of methodologies and strategies. Six practical tips for an integrated content strategy. Fingers get burnt and reputations can be lost forever. Therefore, an integrated marketing communications imc strategy. Integrated marketing communications university of malta. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. Marketing communication as a pivotal strategy for banking.
To introduce a model of the imc planning process and examine the steps in developing a marketing communications program. Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. To help execute a marketing strategy, multiple marketing communication methods and tools should deliver a wellcoordinated message to engage the right people at the right time, in the right place, and doing the right things. How to write a marketing and communications strategy. The role of integrated marketing communications imc taylor. Keywords imc, heritage tourism, marketing communication. But just as a gps helps with navigation, todays data and technology can direct you where you want to go so much faster. Integrated marketing rules and practices for medicare and. This can occur at several different levels including communications, promotion, pricing, distribution, media relations, customer experience and products. Generally, a business marketing plan is a written plan that combines all the marketing strategies. Dp ghosh i ntroduction the fourth p of marketing promotions has metamorphosed in the past two decades to encompass a variety of consumer contact activities and communication techniques. Therefore decisions about the scope of a marketing strategy involve specifying the targetmarket segments to be pursued and the product line to be offered.
Creative strategy from idea to implementation 2nd ed. So many marketers are inclined to run headlong at digital marketing with a limited amount of knowledge. Hola is a unique and highend jewelry brand that wants to introduce beautiful fashion statement. The importance of integrated marketing communication. Brand strategy and integrated marketing communication imc a case study of players cigarette brand marketing timothy dewhirst and brad davis abstract. Pdf promotion is one of the four major elements of the marketing mix. Margaret dawson defines integrated marketing and the required components of an. Integrated marketing is a marketing strategy that stresses the importance of a consistent, seamless, multidimensional brand experience for the consumer.
Of course, there are different communication plans for different projects and purposes in business. Specifically referred to as integrated marketing communication. Given the current focus on the study of the integration and planning of ooh advertising media as one of the elements in an imc mix in south africa, the basic. To examine the marketing communication func tion and the growing importance of advertising and other promotional elements in the market ing programs of. Integrated marketing definitions definition of integrated marketing.
Integrated marketing communication is an important part of a companys overall marketing strategy. In a nutshell, imc involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers perceptions and behavior. Integrated marketing communication strategy pearson canada. Advertisingandpromotionan integrated marketing communicationsperspective11theditionbelchtestbank. This means that each branding effort across television, radio, print, internet, and in person is presented in a similar style that reinforces the brands ultimate message. How to execute an integrated marketing campaign template.
Revised pages an introduction to integrated marketing. Our main objectives for this imc plan are to build a strong brand image, to develop brand awareness and to enhance the firm image. An integrated marketing communication strategy as part of integrated marketing would thus involve choosing marketing. Hence, a particular characteristic or image must be associated with the business no matter what channel of communication it is that they are using. Integrated marketing communication strategies of apple and. Customer focus successful marketing strategies start and end with customers.
However, developing the integrated marketing plan carefully and accordingly can help you ensure the high potential of the document s effectiveness and successful usage. You can use this template to set up your marketing pr slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Marketing strategy resource investments firm resources competitor resources customer willingness to pay good marketing strategies are based on resource advantages and the latter are created by speed or gambles. Integrated marketing is the process of delivering a consistent and relevant content experience to your audience across all channels. It has influenced thinking and acting among all types of companies and organizations facing the realities of competition in an open economy.
To examine reasons for the increasing importance of. This article provides an organized approach for managers to develop social marketing strategies that target upstream decision and policy makers. Integrated marketing communication strategy concept connections developing the marketing. Marketing is an integral part of every organization and the term marketing communications was initially seen to be a managerial task.