5 Tools of Integrated Marketing Communication

Integrated Marketing Communication (IMC) is a marketing approach that uses a variety of communication tools to send a consistent message. It has become a phenomenon and is used in both major and minor advertisements for the business. What is IMC, and what are the tools that it uses?

Source: Internet

WHAT IS INTEGRATED MARKETING COMMUNICATION?

IMC stands for integrated marketing communication, which is also known as integrated communication. In order to offer clear, consistent, and persuasive communications about an organizational unit, product, or service to clients, ICM is a combination of closely related communication activities. The goal is to unify the targeted audience and build brand equity by ensuring that all messages are connected together, whether through integrated communications or interactive experiences.

This is why the Marketing Mix of Product, Price, Place, and Promotion (4Ps) and Integrated Marketing Communication work so well together. They have the desired effect, which not only assists in identifying the target audience, but also in maintaining that relationship over time.

5 TOOLS OF INTEGRATED MARKETING COMMUNICATION?

1. ADVERTISING

Advertising has always been an efficient means of communicating with large groups of people in a short period of time. Although it can be costly, because of its broad reach, it is the most efficient in the long run. The goal of advertising is to solidify a global brand's personality and quickly and convincingly spread its message to mass consumers. Advertisements can be found in print, on posters, on TV, radio, and on the internet.

Bridgestone Automotive Tire Company, for example, ran an interesting tv commercial that reached a large number of customers. The brand demonstrated its toughness and durability in an emergency braking phase when a dog was about to rush across the road to commit suicide due to heartbreak. What a creative and entertaining piece of content.

Source: Youtube

2. DIRECT MARKETING

Direct Marketing is a type of integrated marketing communication in which brand information is presented to only those who share similar interests. Unlike traditional marketing, which employs communication methods such as billboard placement, radio, television, and so on. Direct Marketing allows customers to communicate directly with suppliers without the use of any other tool.

Direct marketing has lots of advantages, including: Businesses and individuals can use email to gain access to the website's backend and place orders without having to physically visit the store. Through customer support services, customers are directly taken care of regarding the products and services in which they are interested. When you can directly contact potential customers, selling through direct marketing will help you increase your conversion rate. This method aids in shortening customer response times, allowing businesses to improve the quality of their products to an ever-increasing degree.

Types of Direct Marketing (Source: Internet)

3. DIGITAL MARKETING

Today, digital marketing is probably one of the most common forms of integrated marketing communication. Using the internet and other digital mediums to promote brands is a no-brainer in today's technologically driven environment. With such a diverse range of marketing tactics available, including EDMs, SEO, social media platforms, sponsorships, and more, brands are spoiled for choice when it comes to best targeting their audience.

Amazon has an awesome ongoing email marketing campaign that capitalizes on user information and the buyer journey.

Source: Internet

4. PUBLIC RELATIONS

In order to successfully build relationships, businesses rely on maintaining a positive brand image with their customers. It is not uncommon for them to pay a large sum of money to a branding agency simply to keep their public relations (PR) model aligned with their target audience. Whether through community engagement, transparency, or addressing pressing issues, the sole purpose of public relations is to establish credibility.

On International Women's Day, Johnnie Walker launched Jane Walker, a female version of its whisky, to promote gender equality and honor the many achievements of women throughout history. The limited-edition bottle featured a woman instead of a man on their iconic logo, connecting the brand to individuals who share their commitment to social progress. 

 Source: Internet

5. SALES PROMOTION

We've all been enticed by sales promotions in some way. They can be found almost anywhere, from your favorite brand offering a promotional discount to a gift with purchase incentive. For integrated marketing communication, there are two primary categories for sales promotion. The first is consumer-oriented promotion, a tool that aims to increase existing customer sales while also attracting new customers to "try." The second type of promotion is trade-oriented promotion, which is a strategy that focuses on selling more of a company's brand products than other brands, forcing them to order more from a single seller.

Nike, a famous sports shoe company, always has sales promotions to attract customers and promote brand

IN CONCLUSION

A brand can use Integrated Marketing Communications (IMC) to promote their business through a variety of channels. When done correctly, brands can be confident that they will be able to maintain their relationship with the market. The IMC is an important part of any business's marketing strategy.