Integrated Marketing Communications - IMC
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Integrated Marketing Communications - IMC
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Customer Engagement: Beyond the Words

Customer Engagement: Beyond the Words | Integrated Marketing Communications - IMC |
Customer Engagement: Beyond the Words
faisal bin afif's insight:


Direct marketing: the ultimate in consumer engagement: Consumer engagement is not only the connection of the advertiser with the consumer but the consumer also connecting with the advertiser and between each other. Direct marketing has allowed this previously with mail order etc but was limited by costs and a lack of technology. The social and technological environment has changed over the years with engagement with the consumer becoming easier, more cost efficient, quicker from advert conception to implementation and the ability to target consumers more selectively, which has led to the rise once again of direct marketing. Nowadays direct marketing is argued to be the ultimate in consumer engagement.


With the advent of social media, which this article claims makes it easier for consumer sentiment to become viral and more easily communicated between consumers; it is easier for the advertiser to communicate with consumers. This relationship needs to be carefully monitored by the marketers as it provides an avenue for consumers to vent frustrations, which can be seen by other consumers, and also good points and improvements that the organisation can make in their product or service or advertising. The ability of direct marketing to allow the above now makes it the ultimate on consumer engagement over less timely, more costly and less efficient methods.



Rakesh Kanji's comment, May 9, 2013 7:50 PM
Customer engagement is about adhering the the individual wants and needs of a customer. This has become more and more important in todays market as social media is popular. This means that customers have the ability to make or break a firms marketing approach as they can speak there mind freely and reach a large number of other possiblle consumers. Marketing now also has no limits as to how many people your message reaches
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  Written by Krishan Kant and Posted in Articlesbase: Jan 13, 2011 Integrated Marketing Communications is a term used to describe a holistic approach
faisal bin afif's insight:

Creating an effective communication mix: The communication mix, which is one of the four p's in the marketing mix is described as “the process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities". This definition is similar to that of an Integrated Marketing Strategy (IMC) in that both provide a consistent message that is integrated across a number of advertising mediums, with the communication mix being the creation of the channels and IMC being the consistency of information flowing through those channels.


Communication is not just conveying a message to consumers but also listening to the message received back from consumers, and not only consumers but all stakeholders of the organisation. The goal is to build the organisations brand equity through creative strategy of what to include in the messages and creative tactics in how to convey and receive messages.



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Guinness’ Anti-Green-Beer Blitz Brings Ireland to Canada | Marketing Magazine

Guinness’ Anti-Green-Beer Blitz Brings Ireland to Canada | Marketing Magazine | Integrated Marketing Communications - IMC |

This St- Patrick’s day, Guinness Canada is trying to switch consumer drinking habits from enjoying green beer on March 17th to enjoying an “authentically Irish” pint of Guinness. The brand utilized event marketing as six “Irish ambassadors” descended on Toronto’s bars and pubs the week before St-Patrick’s Day to encourage consumers to “Paint the Town Black” and not green. The brand ensured they were talking to consumers on all platforms, in-person at the pubs, online with social media as well as with media appearances and attention-grabbing ads; and played on the value their target audience places on friendships with messages such as “Friends don’t let Friends drink green beer”. While it is still too early to tell whether this campaign was successful, this is an example of how to use an integrated marketing communications approach to redefine consumer habits on a day that aligns perfectly with your brand’s image. Michelle Bonnah, 0599 9589,COMM 335-2, campaign, article, events & experimental marketing, advertising, consumer habits

Via Joachim Scholz, PhD
faisal bin afif's insight:

Understanding Integration: An excellent short article about an integrated marketing effort, multiple advertising channels all with the same simple message "paint the town black" and "friends don't let friends drink green beer". All these messages had a common goal, to try and change peoples habbits from drinking green beer to drinking black beer, or guinness. Consumers were bombarded from different angles to ensure the message got through to the intended audience and stayed in their mind. The brand image of Guinness was consistant throughout the integrated campaign, which appears to have been a succesful exercise of brand management and promotion through a promotional program.

Corey McDevitt's comment, August 20, 2013 11:10 PM
This is a very interesting way of using integrated marketing. Like Sam said, it was a great example that we can relate too after reading "What the heck is Integrated Marketing anyway?". This campaign is very unique, something that will defiantly be remembered by the St Patrick days celebrators in Toronto. The marketing side of this campaign was very simple, yet very thorough. The use of integrating online media and handing out t-shirts is a great example simple example of integrated marketing.
Corey McDevitt's comment, August 20, 2013 11:10 PM
This is a very interesting way of using integrated marketing. Like Sam said, it was a great example that we can relate too after reading "What the heck is Integrated Marketing anyway?". This campaign is very unique, something that will defiantly be remembered by the St Patrick days celebrators in Toronto. The marketing side of this campaign was very simple, yet very thorough. The use of integrating online media and handing out t-shirts is a great example simple example of integrated marketing.
Teagan Adams's comment, August 22, 2013 10:07 PM
I agree with Sam that this campaign was well integrated, using many channels of communication to a varied audience. Making it something fun and coinciding with an already popular day, the campaign was sure to get attention !
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Experiential Retailing | Milagrow Business & Knowledge Solutions

Experiential Retailing | Milagrow Business & Knowledge Solutions | Integrated Marketing Communications - IMC |
--Contributed by Richa Kapoor "Be everywhere, do everything, and never fail to astonish the customer" Retail in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market.
faisal bin afif's insight:

Importance of Emotion: This article is very informative, consumers have moved beyond the realms of only looking at a products benefits and features. Consumers now want to be 

excited, entertained, educated, to belong, admired and secure…


Marketers have identified that tapping into a consumers emotions pays dividends as not all transactions are determined by cost to value received, some transactions are controlled by consumers emotions.


A new form of retailing has emerged to take advantage of consumers emotions, which is experiential retailing, that creates an affinity, or feeling, between product and consumer. 


The enhanced experience between the consumer and product is then used to sell them the product. The importance of consumers emotional responses is further evidenced by the consumer spending more, staying in the store longer  and increasing the amount of traffic in the store.


To tie in with integrated marketing communication, if creating an emotional response when communicating with consumers creates benfits for the business then this should be integrated throughout the businesses entire marketing strategy.


It would be nice to know types of emotional responces and the initiator of these responses.

Rakesh Kanji's comment, April 4, 2013 5:43 PM
A great article to show the importance of emotional responses when it comes to gaining customers. Especially in a country like India where there are many shops selling the same products. The shopping experience is very important. Customers determine their attitude about a certain shop or product by their buying experience. Retailers know this and are making the shopping experience more than just a place to purchase goods. This article lead to the question ‘what type of stores does experiential retailing work best for?’ i.e would it be more effective in a clothes store or when buying a car?
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Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC) | Integrated Marketing Communications - IMC |
Integrated Marketing Communications IMC
faisal bin afif's insight:

Promotional Program: This article is very good, it describes what integrated marketing communication is, how to implement it and more importantly the benefits of it.


Integrated marketing communication is simply defined in this article as ensuring "that all forms of communications and messages are carefully linked together". This ensures that they will all work together harmoniously and compliment each other. 


IMC refers to the promotional aspect in the marketing mix and its purpose is to maximise the gains from promotions as it is argued that they will work better when integrated rather than in isolation. 


Integration can start within the company by linking all data held on individual customers by different departments into one file. This will assist the business  to better understand the customer and assist in retaining them, marketing to them and helping them. A interconnected system of customer information held by the business will better allow marketers to decide on the best marketing strategies and to intergrate the marketing materials through various channels for maximum benefits.


The article states that IMC "can create a competitive advantage, boost sales and profits, while saving money, time and stress".


The article even states what barriers are in exinstance to a succesful IMC strategy. I cannot think of anything else I would want to know about this topic except what are the best methods to inegrate different marketing channels. 

Artemis Shirvani's curator insight, March 19, 2013 1:05 AM

Avi Prasad's comment, March 21, 2013 9:27 PM
I agree with Faisal, this is a very good article and covers the concept of IMC quite in-deathly. This article gives a crucial break down of the IMC concept as well as barriers, benefits of IMC. The article is highly applicable to what we are doing and can be used as a reference point in fully understanding the IMC concept which is pretty big and complex.
The article seems more of being a guide then anything really. None the less a good read for anyone wanting to get the a qucik indepth view of IMC.
Rakesh Kanji's comment, March 21, 2013 10:33 PM
this article is very good as it has relevance to the whole IMC course not just weeks one and two. it was helpful in understanding IMC. the theory is very helpful. Especially the ways to approach advertising.
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The importance of integration — Trenchless International — The official magazine of the ISTT, covering no-dig trenchless technology

The importance of integration — Trenchless International — The official magazine of the ISTT, covering no-dig trenchless technology | Integrated Marketing Communications - IMC |
Whether in print, online or at tradeshows, a company’s marketing strategy needs to cohesively reflect its values and missions to ensure that the right message is communicated across all mediums.
faisal bin afif's insight:

The power of ideas; integration across all media: Social media, what is described in this article, includes such interactive sites such as Twitter, Facebook, LinkedIn and YouTube. This interactive media allows for a cost effective way to engage with consumers and more importantly trial new ideas with a select few consumers or conduct market research to gauge consumers reactions before implementing a wider marketing strategy.


The article goes on to state that “Having a central theme for your next campaign, and applying it across all the mediums you plan to employ, will ensure that your message will have the strongest effect on your target audience”. This statement is consistent with an integrated marketing communication strategy. However the marketing manager must also be creative in both his selection and use of the advertising mediums available to them to generate the most desirable outcome from the marketing campaign.


The article goes on further to state that consistency between marketing channels, or mediums, and using mediums which are complementary to each other will ensure that the greatest amount of success is achieved from the marketing campaign.

Rakesh Kanji's comment, May 9, 2013 8:16 PM
Integrations is a very important part of marketing and this article illustrates this point quite clearly. Social media is probly the best form of integration as the amount of exposure it gets and the number of people the message meets is unlimited. Having a theme and branding go hand in hand as the branding should include features of the theme of the company or product.
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Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | Integrated Marketing Communications - IMC |
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
faisal bin afif's insight:

Understanding Integration: This is an excellent article which details the importance of an integrated marketing strategy. Nowadays with so many marketing channels available to the marketer marketing strategies are becoming more fragmented. The way to combat this fragmentation is to adopt a IMC strategy.


All marketing, communication with customers and consumers, and the company image should be planned in unison to deliver a co-ordinated effort for maximum effect. As the level of fragmentation rises and the level of mixed messages being received by consumers the results of the firms marketing diminishes. 


The improvement of integration in a firms marketing will assist in the generation of short short-term financial returns from better results being achieved by advertising and will also aid in building long-term brand value.


Basically a firm should say one thing and say it through a number of marketing mediums by using a IMC strategy. This will ensure the message is loud and clear, and reaches the majority of  consumers.

Jessie Shi's curator insight, August 12, 2013 2:36 AM

Integrated marketing is the holistic approach to communication in marketing. It is used to make sure that if the company is consistent in its marketing both online and offline. Nowadays, the most popular marketing channels are television, internet and billboards. Besides these, there are many new marketing channels pop up every day. As a result, consumer's attention spans are becoming increasingly fragmented which reduces the efficiency of messages getting through. That's why integration is important in marketing. The article said "to fight off fragmentation effectively, everything you do to attract, convert, retain, and engage your customers should be integrated". In my opinion, companies need to do their best job of harmonizing all the marketing efforts that they can have more advantages than their competitiors.

Catrina Yang's comment, August 22, 2013 5:06 AM
Jessie Shi: This article clearly shows many information about integration. Integration is not easy to do it, it takes time. It's not easy to integrate a brand into a wide suit of process, materials, and message that have been communicated by different people, and driven by different objectives. Many companies don't have patience to see it through. If companies know this integration will come out a good result, they will have patience to wait. Just like this article's topic, "If you knew it, You'd do it".
Matilda Alisi's comment, August 22, 2013 7:36 AM
Integration is a lot of work and requires patients it is something that takes time to develop, but once you know it it can be very useful and powerful. the article also mentions that everything you do convert, attract or engage your consumers should be integrated, which i agree with.
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Intergrated marketing communication

INTERGRATED MARKETING COMMUNICATIONMarketing is an organizational function and a set of processes for creating communicatingand delivering value to customers an
faisal bin afif's insight:

Promotional Program: This is a very descriptive article on IMC. We can see that the promotional program recognizes the value that a comprehensiveplan that evaluates the strategic roles of a variety ofcommunication disciplines adds to a business. This integration of different facets of communication with consumers, through general advertising, sales promotions, public relations, interactions with onsumers in store and customer feedback provides for a uniform approach. 


Program planing therefore needs to incorporate this uniform appraoch to achieve the common objective of the promotional program. The objective will most likely be to achieve organisational objectives. Success can be measurable as changes to sales volumes, profits or market share etc. 


With each product and market exhibiting its own unique set of characteristics marketers will need to follow tried and tested methods adopted to each unique situation and monitor progress and results on the fly and make any necessary changes. For instance, the intended message may not be the message consumers are picking up from the promotion so the marketer will need to change the promotional plan in some way whilst keeping changes within the IMC bounds of the marketing strategy.



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Fuse Youth Marketing Agency, Youth Marketing Experts

Fuse Youth Marketing Agency, Youth Marketing Experts | Integrated Marketing Communications - IMC |
Fuse is a youth marketing agency that connects brands with teens and young adults through sports, music, fashion, gaming and other interests. We help brands reach a mass audience while maintaining credibility with key influencers.
faisal bin afif's insight:

Consumer Engagement: Consumer engagement is said to be the resulting impact of a brand interacting with consumers through a variety of marketing initiatives.


This article is well written and includes the benefit of consumer engagement, which is to "create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes)."


The aim is to engage the consumer, in the past consumers have generally viewed adverts but not engaged with them. It is said that engagement with the consumer has additional benefits over no engagement. The engagement however must be uniform over all marketing materia through an integrated marketing communication strategy in order to give the same message to the consumer on all interactions so they dont get confused over the message from the business.


Consuemer engagement can also allow for better measurement of advertising success as the number of engagement can be measured.


The article does not state how to go about creating and implementing an integrated marketing strategy which engages the consumer.

Avi Prasad's comment, March 21, 2013 10:34 PM
Social media is the new platform of communication and is an integral part for future business to grab the attention of the consumers, social media allows business to directly interact with the consumers to an extent on a 1-1 level. We are exposed to so much marketing and media that we simply drown it out, marketers now have to tailor their strategy to really interact with the consumer. I agree with Faisal, business interacting goes beyond the traditional forms of media. It really engages the consumers attention which is crucial in the development of the business and can lead to consumers being loyal to the business because of the "effort" of the business has put in.
Rakesh Kanji's comment, March 21, 2013 10:36 PM
I feel this article was very brief. Reading this article arouse the question 'how do different forms of consumer engagement differ in their effects on the firm or company?'
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Jane Austen's Guide to Brand Management - Business 2 Community

Jane Austen's Guide to Brand Management - Business 2 Community | Integrated Marketing Communications - IMC |
Business 2 Community Jane Austen's Guide to Brand Management Business 2 Community Brand management might seem like a relatively new concept in our Internet-driven world, but one only has to look to classic fiction to realize that this concept has...

Via Rebecca Boschma, Jieyi Situ
faisal bin afif's insight:

Brand Management: This article takes an interesting approach to describe brand management, it does so from relating Jane Austen, who was a famous author, to describe brand management and its importance, as follows.


Effective brand management is essential to succesful businesses and marketing communication must be integrated as all forms of communication with consumers, whether it be print, online, billboard, television etc, must not contain confusing differences between them. Brand management is more involved than creating a logo and corporate colours, in its wider scope it involves what people are thinking about your brand, company and their relationship with it. 


The importance of a brand is that it is the reputation of the business, it is what consumers first recognise about a business and what they relate to when looking for a business to deal with. 


An interesting facet of brand management is that it not only deals with how you would like your brand to be percieived but also deals with how it actually is perceived, which can suddenly change for a number of reasons arguably not under the control of the brand manager.


The article states that the importance of a brand is paramount as a "loss in brand reputation based on a bad choice or improper judgment could be irretrievable with your targeted audience". Extra care must be taken with the increase of integrated marketing communication as "brand management is amplified and expanded upon as you present information on Twitter, Facebook and other social networks". 


Brand management is being referred to as a story, which is a clever and unique concept that is very true. Integrated marketing communication involves telling a story to the customer about the brand, each method of communication, or advertising medium, must compliment each other like a new chapter. This will engage the consumer and deliver the same method albeit in a slightly different way.

Benny Yang's comment, March 21, 2013 7:42 AM
I am agree with:" All brand management is based on creative, accurate and honest storytelling" That is why brand will affect the world, for example, Shakespeare and Jane Austen are the outstanding brand of English literature.
Rakesh Kanji's comment, March 21, 2013 6:50 PM
A great article. Totally agree with everything she said. Jane Austin really knew her stuff when it came to brank management. What was really important was the way in which she did in. I.E. being honest, believing in what you are doing, and if you did slip up to be sincere if you wish to gain back the trust of consumers. The stuff Jane Austin wrote about is relevant to brand management even though she may not have know about it. We need more people in marketing like her.
Avi Prasad's comment, March 21, 2013 9:14 PM
An interesting article from a era where brand management was unheard of and from a writer back in that century. I agree with the article and I like how the author has broken the steps down making it easier to read, but by doing so there are many 'extra' points which aren't crucial in the concept of brand management but have been added in which goes more back ground information but not crucial to the concept. I agree with both the article and Faisal, its the perception of the brand and not always the brand itself. The article is good because it is from someone who isn't a marketer but gives us the fundamental views without needing to "sell" a product but more so a stor.