What Role Does Integrated Marketing Communication Play?
What Role Does Integrated Marketing Communication Play: We are in an era of rapid communication where competition is rough and fierce in literally every walk of life. Obviously this encompasses marketing which leads the way for all things marketed. Busy lives mean people don’t generally have the time to peruse things languidly anymore. Rather they lean towards established ties with companies and brands and this is where integrated marketing communication (IMC) comes in to play.
What is it?
It is a process which ensures that all tools at disposal for marketing a product or service work together in perfect harmony. When communications are all in sync, they help to deliver a message much more effectively.
This is essential in a world where competition to grab that last smidgen of market niche is feral. All tools work better if they’re taken together rather than in isolation. It is kind of similar to the childhood moral that is reiterated time and again – we are stronger in a team!
The benefits it offers
Integrated marketing communication requires considerable effort to make it successful. But side by side it also has immense benefits.
- Competitive advantage is hard to achieve in marketing where almost every trick in the book has already been deployed. IMC can help in this. Where it isn’t essentially new, it does achieve better results as it is able to capture attention more due to better deliverance.
- IMC helps to boost sales as well as profits.
- What is a really great thing about IMC is that it focuses all the communications around the customer, which are basically the essence of the business.
- Since the whole process is based around customers, it builds a strong foundation and a bond of loyalty with customers. Apart from being an effective marketing technique, it is also essentially a shield that helps ward off competition.
- IMC enables the portrayal of messages across all platforms available. This unified attempt helps to really grab the attention of potential as well as existing customers. Timely information, updates, reminders and offers when presented to customers in a well-planned and executed sequence really helps put customers at ease.
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