Integrated Marketing Communications is one of the major tools for marketers. That’s why Integrated Marketing Communications is carefully integrating and coordinating marketing channels. Integration and coordination are important for delivering a clear, consistent and compelling message about the organization and its products.
At the primary level, Integrated Marketing Communications ensure its proper communication between different channels. After that, it carefully linked together so that there exists no mismatch among them. However, it means that coordinating all the promotional tools.
- Sales promotion
- Personal selling
- Public relation
- Direct marketing
Figure: a Carefully blended mix of promotional tools
We also know the 4ps of the marketing mix. This also called promotional mix.
Theses 4ps can work better if they work together rather than alone. Besides they enhanced the total capacity of the business.
However, there are two integrations in marketing.
- Horizontal integration: Horizontal integration occurs at the same level as the channel among firms. See for example a fast-food restaurant may complain about its other franchisees for overcharging guests or poor service that hurting the restaurant images.
- Vertical integration: Vertical integration occurs between different levels of the same channel. See for example KFC and its franchisee came into a conflict over the company’s decision.
However, new communication approaches and technology create a problem for marketers. Today’s consumers are bombarded by so many commercial massages s from different channels. In this case, consumers can’t distinguish between massage credibility.
In the customer’s mind, they get messages from different media and promotional approaches in a single form about the company. Besides, the conflicting message create confusion about the company images, brand positions, and customer relationships
The major conflict occurs in mass media advertising and on store promotion because these two deliver two different messages about the company’s product. Besides other communications media are an internet site, emails, facebook, YouTube, Twitter, and Instagram.
At present, marketers are using integrated marketing communication. It is called for recognizing the touchpoints where the customer may encounter the brands or products. Every contact of the brands delivers a massage whether it is good or bad or indifferent.
The main goals of the company are to deliver a positive and consistent message to the customer. Integrated marketing communications play an important role to tie together all the company’s message and images.