Integrated Marketing Communications – 5 Primary Communication Tools

Communication is always one of the most important and vital strategic areas of an organization’s success. When communicating the value of your products or services, you want to focus on how they will benefit your clients. When planning your strategy for Integrated Marketing Communication or IMC, you want to have dialogue with your customers by inviting interaction through the coordinated efforts of content, timing and delivery of your products or services. Integrated marketing communication is part of that marketing mix included in your marketing plan. Advertising: This tool can get your messages to large audiences efficiently through such avenues as radio, TV, Magazines, Newspapers (ROP), Internet, Billboards and other mobile technological communication devices. Sales Promotion: This tool is used through coupons, contests, samples, premiums, demonstrations, displays or incentives. Public Relations: This integrated marketing communications tool is initiated through public appearances, news/press releases or event sponsorships, to build trust and goodwill by presenting the product, company or person in a positive light. Direct Marketing: This tool will utilized email, mail, catalogs, encourage direct responses to radio and TV, in order to reach targeted audiences to increase sales and test new products and alternate marketing tactics. Decisions linking the overall objectives and strategies during the marketing planning phases help to evaluate and fine-tune the specific activities of integrated marketing communication. That could be damaging when trying to build brand awareness and encourage consumer spending with your company.

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Communication is always one of the most important and vital
strategic areas of an organization’s success. You can have the best
or most innovative products or services, but if your internal and
external communications are weak, then the demand for your products
or services raises a personal flag of concern. When communicating
the value of your products or services, you want to focus on how
they will benefit your clients.

When planning your strategy for Integrated Marketing
Communication or IMC, you want to have dialogue with your customers
by inviting interaction through the coordinated efforts of content,
timing and delivery of your products or services. By ensuring
direction, clarity, consistency, timing and appearance of your
messages, conveyed to your targeted audience, these factors will
help avoid any confusion about the benefits of your brand, through
the connection of instant product recognition.

When looking at your marketing mix, you’re examining price,
distribution, advertising and promotion, along with customer
service. Integrated marketing communication is part of that
marketing mix included in your marketing plan. IMC strategies
define your target audience, establishes objectives and budgets,
analyzes any social, competitive, cultural or technological issues,
and conducts research to evaluate the effectiveness of your
promotional strategies.

If companies are ethically planning, communicating, and
following industry guidelines,…

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