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Essentials of an Integrated Marketing Communication Process

The American Marketing Association (AMA) which represents marketing professionals defines marketing as “The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.”

Effective marketing requires that managers recognize the interdependence of such activities as sales and promotion and how they can be combined to develop a marketing program. In marketing, exchange is a central concept. For exchange to occur there must be two or more parties with something of value to one another, a desire and ability to give up that something to other party, and a way to communicate with each other.

Marketing facilitates the exchange process and the development of relationships by carefully examining the needs and wants of customers, developing a product or service that satisfies these needs, offering it at a certain price, making it available through a particular place or channel of distribution, and developing a program of promotion or communication to create awareness and interest. The focus of market driven companies is on developing and sustaining relationships with their customers. This has led to a new emphasis on relationship marketing which involves creating, maintaining and enhancing longterm relationships with individual customers as well as other stakeholders for mutual benefit.

The marketer’s task is to devise marketing activities and fully integrated marketing activities and assemble fully integrated marketing programs to create, communicate and deliver value for customers.

Advertising and promotion play an important role in the exchange process by informing consumers of an organisation’s product or service and convincing them of its ability to satisfy their needs or wants. The American Association of Advertising Agencies developed definition of Integrated Marketing Communication as “A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines – advertising, direct response, sales promotion and public relations – and combines these disciplines to provide clarity, consistency, and maximum communications impact.” Integrated Marketing Communication involves coordinating the various promotional elements. Six major promotional tools are advertisement, sales promotion, personal selling, direct marketing, publicity/public relations, internet marketing.

The Integrated Marketing Communication approach helps companies identify the most appropriate and effective methods for communicating and building relationships with their customers as well as other stakeholders such as employees, suppliers, investors, interest groups and the general public. Companies send messages to customers and other stakeholders through all aspects of their marketing mixes, not just promotion. Consumers make inferences about a product on the basis of elements such as its design, appearance, performance, pricing, service support, and where and how it is distributed. For example a high price may symbolize quality to customers, as may be the shape or design of a product, its packaging, its brand name, or the image of the stores in which it is sold.

The Integrated Marketing Communication approach to marketing communications planning and strategy is being adopted by both large and small companies and has become popular among firms marketing consumer products and services as well as business- to-business marketers. By coordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy among promotional tools, and develop more efficient and effective marketing communication programs.

To move to Integrated Marketing Communication also reflects an adaptation by marketers to a changing environment, particularly with respect to consumers, technology and media. Major changes have occurred among consumers with respect to demographics, lifestyles, media use and buying and shopping patterns. Media strategy involves determining which communication channels will be used to deliver the advertising message to the target audience. Two most important aspects of the advertising program are development of the message and media strategy. Message development, referred as creative strategy involves determining the basic appeal and message the advertiser wishes to convey to the target audience. Once the message and media strategies have been determined, steps must be taken to implement them. Most large companies hire advertising agencies to plan and produce their messages and to evaluate and purchase the media that will carry their ads. Marketing Communication can tell or show consumers how and why a product is used, by what kind of person, and where and when. They can learn about who makes the product and what the company and brand stand for; and they can get an incentive or reward for trial or usage. Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings and things.

Internet Marketing Services – Getting the Most From the World Wide Web

Internet Marketing Services come in all shapes and sizes. These days, the internet is taking over and a countless number of people are making money from the World Wide Web.

Many businesses have even jumped into the online spectrum and are now advertising through the internet as well as selling directly from the internet to make the most revenue possible. And they are!

But, what are the best ways to utilize the web? What are the secrets to marketing on the internet?

Optimizing every area of your efforts is the key and internet marketing services and agencies can help you do that.

If it was easy, everyone would do it, but without utilizing a company that provides all the internet marketing services you need, your road to success may be short lived or not even get started.

Well, there are a few tips and tricks to working within the World Wide Web and first and foremost, the secret is consistency. If you want to make the biggest impact through the internet for your company, business or service industry, then you must stay consistent.

Stay consistent with your posts and stay consistent with connecting through the internet.

There are a wealth of ways, many of them free, that can increase your marketing as a whole through the internet.

Social media sites are taking over as the easiest and quickest way to make an impact through the Web. But unless you have a person within your company that can be designated to keep up with social media etc., you may want to enlist the help from an internet marketing services company.

Sites such as Facebook, Twitter, LinkedIn and YouTube are all free to use and easy to get started with.

The secret with marketing, like I said before, is through consistency. So, start an account with each of these sites and start utilizing them for all that they offer.

Posting constant advertisements is NOT the best use of social media. Instead, make virtual friends and offer specials and sales that can only be found on the internet. The way to market your services in the most effective way possible takes work, but it is completely possible just by using the internet. And internet marketing services provided through a reputable company is the best way to get your company to the top fast.

Post a video to YouTube promoting your business or create a website dedicated strictly to what you have to offer. Soon, you’ll start to see your business grow and through the marketing you do on the web, you will notice a huge increase in your overall customer base and your sales in general.

Internet marketing services are worth the investment and should not be compared to lesser ROI types of advertising.

Author: Steve Berchtold

Multiple Forms Of Marketing Communication – Helping You Reach Your Widest Target Audience

You’ll have heard the saying ‘Don’t put all your eggs in one basket’ and when it comes to your marketing communications you really do need to take that on board! Using just one or two types of marketing communication can be a risky business.

But, just to confuse matters a little more (!), using too many different marketing communications can be just as dicey…

So, what direction should you be taking?

Well, in short, you should be focusing on 4 or 5 marvellous marketing communication types to ensure you have all avenues covered. Should you continue to focus on just one you can be sure that you won’t reach the widest audience possible. Also, what would happen if the one and only communication type you are using is no longer flavour of the month?

It goes without saying that your aim, where your business is concerned, is to reach as many people within your target audience as is possible.

No two people are the same – the world would be very boring if we were… So, to be sure that you are reaching all of these different personalities, it’s essential that you include a variety of marketing options to be sure you appeal to the largest chunk of this medley of personalities within your target audience.

As with many things these days, different marketing methods are in and out of fashion at the blink of an eye… If the marketing model you are using goes out of fashion overnight, you have a problem and will need to work quickly to implement something new. The trouble with this is that ‘rash’ decisions aren’t often good decisions. Plus, you’ll have lost valuable marketing time while you sort the issue out.

Also, different people have their likes and dislikes of various forms of communication. Some people love e-mail delivery, but you’ll have some who don’t even use e-mail (imagine that…) or they are so fed up with receiving e-mail in droves that it no longer has the desired effect. Or, they may feel that the e-mail being sent doesn’t focus on relationship building and is too ‘salesy’ from the outset – the opt-out button is hit in one split second… So, it may be that the e-mail phobics would be better suited to direct mail.

Then there are those that don’t own a fax, but do use Facebook. They love social media and Blog reading, so maybe that’s how you should be marketing to them.

So you catch the drift. What one person likes, the next person doesn’t. Your quest is to find out who likes what and the types of communication that people will marvel at!

For example, if you look and note that a proportion of your target market is male, age 18-35 and living in an urban area. It is likely that social media communications would be a better fit than direct mail.

To fulfil your quest, you need to be sure to test and track your marketing. You could even ask for feedback on your marketing methods to help you understand what is liked best and by who.

So, in summary, to be sure that your marketing system is durable and robust:-

– Never focus on just one lonesome type of marketing communication

– Be sure to interface multiple marketing communications

– Track and test what type of communication works best and with who

– Ask for feedback on your marketing communications

Multiple marketing communications are important to ensure that you reach the widest audience possible and to be sure that they get to know about your offering!