Various companies are adopting IMC programs in the marketing of different brands. Various factors are being attributed to this move. One is that IMC is cheaper compared to the traditional advertising media. Over the years, many corporate have been driven to adopt cost effective means of advertising which ensures an increase in sales. Therefore, many corporate have incorporated IMC programs which are considered cheaper and able to reach a larger group of consumers (Baker, 2008). Many companies such as Coca-cola are acknowledging that traditional advertising is expensive to the number of customers who get the message. Therefore, IMC is being considered due to its cost effectiveness and increased effectiveness in delivering the message.
Furthermore, many companies are beginning to consider the value for money when considering the advertising method to use. With increasing global competition and pressure on margins, many companies are keen to gain the maximum value for money for a product or any marketing campaign. Companies are considering marketing campaigns that ensure profitability by increasing sales and reducing costs (Eagle and Kitchen, 2000). In the wake of economic pressures, IMC offers companies such advantages because of its cost effectiveness and ability to reach different consumers consistently.
Additionally, increasing client sophistication is driving companies to adopt marketing strategies that best suits clients needs while at the same time increasing companies competitive advantage. In the era of globalization and innovation, consumers of different products across the world are sharing ideas on how best they want their products presented. This has driven multinationals such as Coca-cola to adopt strategies such as Share-a-Coke campaign across the globe which has boosted sales and enhanced the brand.
Another factor driving companies to adopt IMC is escalating price competition. Many companies are striving to overcome the impact of falling prices by adopting IMC programs that enhance brand distinction (Percy, 2008). By distinction of a brand, a company is sure of establishing itself in the market despite the competition.
Moreover, increasing global competition is driving many corporations towards synergy between different forms of marketing communication (Baker, 2008). In the era of globalization, different companies are producing products that offer consumers more regarding product value and price. Therefore, consistent communication campaigns ensure the delivery of the message across a broad global spectrum.
Advantages of Integrated Marketing Communications (IMC)
An Integrated Marketing Program in any organization plans and executes various marketing activities consistently. The strategy involves various communication mechanisms such as sales promotion, advertising, direct marketing, personal selling as well as public relations. The tools are integrated to maximize the communication impact on the identified consumers. The strategy requires a lot of effort, but its benefits are worth the struggle. IMC has been associated with creating competitive advantage, boosting sales and profits, cost savings, consistent delivery of messages, provision of greater professional expertise to clients, operational efficiency, easier working relations and much more.
Consistency in messages delivery to the target consumer is essential in any organization. It helps in building an image of a company or brand because all communication components programs work together to deliver the same message (Shimp & Andrews, 2012). Consistency demands that an organization adopts an overall strategy of the product or brand instead of developing individual strategies which not only enhances consistency but also saves a lot of time. Moreover, such as a strategy ensures that the message has more impact on the targeted audience. Furthermore, in the cases where the messages are targeting different audiences, an organization should make sure there is a thread to hold them together while at the same time contribute to the overall brand image. Most importantly, companies should consider potential confusion in the minds of consumers and develop IMC programs in a way that avoids confusion.
Enhancing better client relationships is the goal of any organization. One component of IMC is the customer (Dwyer, n.d.). How a client gets information and the delivery of that exchange of information matters in the creation of a relationship between a company and its customers. A good client relationship provides the opportunity to play a significant role in the development of IMC programs. Moreover, it ensures that one becomes an effective partner in the relationship which provides a competitive advantage over competitors. Every client wants to feel special and valued, and an organization can adopt this strategy to enhance that.
Furthermore, Integrated Message Communication increases brands competitive advantage (Smith, 2002). Consumers relay in familiar brands when they need to make a purchase and delivering a message through different marketing channels increases the chances for the message to reach the targeted consumer group. This, in turn, boosts a companys sales.
Moreover, IMC has been identified as a strategic tool to enhance corporate cohesion. Communicating corporate image and product benefits are important at both the internal and external level in an organization (Moriarty, 1994). A cohesive communication program ensures that companys employees understand the goals and objectives set out by the company and work towards achieving them. On the external level, a good IMC program ensures that consumers view the company in a favorable manner: as organized, focused, and a corporation that can deliver. This does not only enhance sales but helps in the building and establishing of a brand in a market despite the abilities of competitors.
References
Baker, M. & Hart, S. (2008). The Marketing Book. Routledge.
Dwyer, M. (n.d.). Coke Gets Personal: The Share-a-Coke Campaign. Waterford Institute of Technology.
Eagle, L.C. & Kitchen, P.J. (2000). IMC, Brand Communications and Corporate Cultures: Client/Advertising Agency Co-ordination and Cohesion. European Journal of Marketing, 34(5/6), pp. 667-686.
Moriarty, S. E. (1994). PR and IMC: The Benefits of Integration. Public Relations Quarterly.
Percy, L. (2008). Strategic Integrated Marketing Communication: Theory and Practice. Routledge.
Shimp, T.A. & Andrews, C.J. (2012). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Cengage Learning.
Smith, P.R. (2002). Marketing Communications: An Integrated Approach, 3rd ed. London: Kogan Page Ltd.
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