The article discusses about the various integrated marketing communication tools, like - advertising, sales promotion, direct marketing, personal selling, etc.
Wincy Cai's insight:
I agree that “to implement integrated marketing communication, it is essential for the organizations to communicate effectively with the clients.” Your organization can have the best or most innovative products or services, but if your internal and external communications are weak, you are fail to achieve your goal.
There are five basic tools of integrated marketing communication.
- Advertising: it can get your messages to audiences efficiently through such avenues as TV, Magazines and Internet, etc.
- Sales Promotion: It is used to accelerate short-term sales, by building brand awareness and encouraging repeat buying.
- Public Relations: initiated through public appearances, to build trust and goodwill
- Direct Marketing: utilized email, mail and TV, etc, in order to reach targeted audiences to increase sales
- Personal Selling: to reach your customers and strengthen your relationship with your clients.
Integrated Marketing Communication (IMC) refers to integrating all the methods of brand promotion. Lets discuss the various components of integrated marketing communication in detail.
Wincy Cai's insight:
After reading this article, we should have a better understanding of what does integrated marketing communication mean and the various components of IMC.
Integrated marketing communication is is an approach to brand communications and also is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, which in turn increased sales and maximizes cost effectiveness.
There are seven various components of Integrated Marketing Communication such as Foundation, Corporate Culture, Brand Focus, Consumer Experience, Consumer Experience, Promotional Tools and Integration Tools. Integrated Marketing Communications also represents the Promotion P of the four P's. It encompasses a variety of communication disciplines - general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media - in combination to provide clarity, consistency, and maximum communicative impact...
One of the major reasons for the growing importance of integrated marketing communications over the past decade is that it plays a major role in the process of developing and sustaining brand ident...
Wincy Cai's insight:
As with all marketing activities, the goal of IMC is to build brand equity and sustain brand identity. To contribute brand equity, consumers need to know the brand’s identification markers, such as logo, name and smell, and then connect those markers with a memory of a message about the brand.
I do agree that brand identity will help to impact consumer choice. When I do shopping, I always buy things that I have remembered it in mind or it is a well-known brand.The fact that I remember the brand name and have positive associations with that brand makes my product selection easier.
To use the various IMC tools to make such contacts and deliver the branding message effectively, markets need to identify the benefits that best represent the value of the product or service, and then make sure the brand's message is clear to consumer. In addition, they also need to make sure that nothing can be misconstrued. One more thing is marketers should look at their product and its relevance to the customer's lifestyle. The more apparent a connection between the brand and the consumer's daily activities, the greater the chance they have for a sale.
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