From the above description, the Integrated Marketing Communication is the integration of all marketing tools and resources in your companies that aim to your brand embedded in the minds of consumers and in harmony on the principle of economics which is the maximum profit with minimum cost. In 90's, marketing activities are no longer refers to the traditional marketing strategy, but refers to the concept of modern marketing strategy 4P (Product, Price, Place, Promotion). Occurrences 4P strategy is what marks the emergence of integrated marketing communications, i.e. not only using advertising alone but also use the Public Relation. 4P was known to the concept of Marketing Mix. Promotion is one component of the Marketing Mix. Promotional activities including advertising, sales promotion and personal selling activities. Now, promotional activities are not only those, they had grown in scope which includes internet marketing, sponsorship marketing, database marketing and public relations. And the integration of all promotional tools in conjunction with the other elements of the marketing mix is called Integrated Marketing Communication.
Objective of the Integrated Marketing Communication Approach
Integrated Marketing Communication is a simple concept. Although simple, you must ensure that all forms of communication and messages must be connected together. At the most essential Integrated Marketing Communication means put together all the tools of promotion, so they work together harmoniously.
The purpose of the IMC approach is to coordinate the activities of promotion and marketing company to project an image of your brand consistently good and integrated into your market share. Integrated Marketing Communication is a way to see the entire marketing process from market point of view.
Integrated Marketing Communication activities
-Sales Promotion: Can be a sales letter that contains a discount program for loyal customers, and other programs.
-Advertising: Advertising through all channels of marketing both offline and online.
-Personal Selling: Marketing with a personal approach, face to face, can be offline to meet in person or online via chat or email.
-Public Relations: More to the direction of relationship marketing that uses all available media both online and offline.
-Direct Marketing: You can directly contact via e-mail newsletter, delivered a message to member groups.
Things Should Be noted on the integrated marketing communication
-Get top-level management support, the way is to make sure they understand the benefits of Integrated Marketing Communication.
-Perform IMC activities at all levels of management.
-Train all employees so they understand your business culture.
-Ensure that the logo design, branding and marketing activities in the state of standards.
-Focus on marketing communication strategies that have been planned obviously.
-Always thinking on the customer side.
-Develop information system for Integrated Marketing activities to ensuring that marketing person may use the information in the time required.
Hopefully this article useful to you and you can apply the Integrated Marketing Communication in your company.
