Integrated marketing communications changes the way business is done since it is centred around and for the customer. In IMC, actions are taken for the customer’s wants.
IMC fuses different marketing communication tools, like advertising, sales and promotions or public relations, into one that operates smoothly.
What is IMC and how is it done?
Integrated marketing communications combines different aspects of marketing communication so that an organisation is able to run a unified and important message. Integrated marketing communications avoids individuality, here seen as a brake to progress of the whole. Everything that is communicated to the end users, customer or client, and how it is communicated, like sales, advertisings or even CRM, is monitored because it affects the organisation.
The 4 C’s of IMC
The way of thinking about some important business aspects changes with integrated marketing communications.
Product, price, place and promotion are replaced by 4 other key components namely: consumer, cost, convenience and communication respectively. The consumer’s wants and needs should be understood since this is what he wants to buy. Cost is not only money related; it can also be the time needed to make the purchase or one of conscience. Convenience can be about ease of access or even the time of delivery. Communication: there are many different mediums available. Even if they all transfer the same message, the way in which all these methods are used simultaneously without sounding redundant to the customer is also very important.
Challenges of integrated marketing communications
However, there are some obstacles for an IMC based process. The rigid structure of businesses with fear of change is the basic one. Investors inclined to protecting their current achievement and budgets are what drive away a possibility of installing integrated marketing communications. The lack of internal communication is another important factor. For IMC to work, a unification of the organisation as a whole must be done since this is its foundation. Creativity may find itself bridled with this type of marketing communication, since everything has to fit the bigger picture, making it more difficult, or challenging, for an advertising department for example. It all comes down to objectives and how to get there.
Lien source: http://en.wikipedia.org/wiki/Integrated_marketing_communications