effectively integrating various brand communication tools “. B u s i n e s s F i n a n c e
1. Respond to the following in a minimum of 175 words:
Define Integrated Marketing Communication (IMC) tools. How do these tools help create successful marketing campaigns? Provide examples.
2. Reply to at least 2 of your classmates. Be constructive and professional in your responses.
Response 1. According to the Management Study Guide, “Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted by effectively integrating various brand communication tools”. Integrated Marketing Communication tools also need to effectively communicate with its targeted audience. This can be achieved by understanding the clients needs and expectations, know what you want to communicate with the client, carefully design your message, identify the various channels of communication, have a budget set in place, and measure the results.
Some examples of Integrated Marketing Communication Tools include: Advertising, Personal Selling, Direct Marketing, Sponsorship, Mobile Marketing, Social Media Marketing, Public Relations, and Sales Promotions. An example of Personal selling would be Avon, Itworks, or Thrive where the sales representative has to sell the product or services to the clients. Personal selling includes prospecting clients, making appointments or throwing parties, share what the product has to offer, answer all the client’s questions, and closing the sale.
Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted by effectively integrating various brand communication tools. According to integrated marketing communication, all aspects of marketing communication work together to promote brands more effectively among end-users and also for better results. Brands are promoted through advertising, sales promotions, banners, hoardings, public relations, social networking sites and so on simultaneously to increase brand awareness among potential end-users.’
One of the most effective ways to promote brands is through effective communication. Organizations need to communicate well with not only the potential customers but also existing customers. Communicating effectively not only strengthens relationship with your clients but also gives organizations an edge over competitors. Remember, effective communication enables message and relevant information to reach the recipients in the desired manner. Why would a customer invest in your brand if he/she is not aware of the product’s features and benefits? The unique selling points of brands need to be communicated well to the end-users by effectively integrating various brand promotion tools.
Following are the various ways which enable organizations to communicate effectively with customers.
- Online Promotions
- Direct Marketing
- Hoardings, Banners
- PR Activities
- Internet, Emails and so on.
Marketers need to promote two-way communication with customers. The feedback of customers is essential and should be monitored regularly, if you really wish to survive in the long run. Your customers must be able to reach you conveniently for them to develop a sense of attachment and loyalty towards your brand.
Various modes of brand communication need to be managed effectively so that similar message reaches customers. For example, if your advertisement says your products are ecofriendly, the bill boards, and banners must also share the same