Introduction
Integrated Marketing Communication (IMC) is a concept that refers to the application of both traditional and non-traditional methods of promotion to ensure common marketing messages and themes across all methods. For instance, combining both, billboards adverts and promotion through social networks helps companies to deliver more consistent messages to it customer. Since communication is a critical element in building and maintaining customer relationships, firms actively trying to deliver their value to customers through IMC. Further, in the article, you will find the advantages and disadvantages of IMC as well as an example of a successful marketing campaign, that used IMC.
The below picture articulates common marketing methods that can be used in an integrated manner.
Nowadays, Integrated Marketing Communications is an emerging concept and it has its own advantages and disadvantages.
Disadvantages
- Customers can be bombarded with commercial messages from a broad range of sources, which can be perceived as spammy leading to customer annoyance and in the case of email marketing, un-subscriptions.
- Companies fail to integrate their various communication channels, or have presence on multiple channels without the resources to dedicate adequate time to all of them. It 's better to be good at a few channels rather than poor at many.
- Firms can use the wrong type of marketing tools to deliver their message. For example if a firm wants to target a specific segment, it shouldn’t use mass promotion tools such as advertising as you cannot be sure your message is reaching the right audience.
Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money, time and stress.
Advantages
- IMC has been proven to increase sales.
- Timely reminders. Carefully linked messages across many marketing platforms also helps buyers by giving timely reminders, updated information and special offers which, when presented in a planned sequence, help them move comfortably through the stages of their buying process.
- Long-term relationships with customers. Consistent images and relevant, useful, messages help nurture long term relationships with customers.
- IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature.
- Agency fees are reduced by using a single agency for all communications and even if there are several agencies, time is saved when meetings bring all the agencies together – for briefings, creative sessions, tactical or strategic planning.
- IMC reduces workload. Messages with the same content can be used in different channels, which reduces the need for rework across each marketing channel.
JOHN LEWIS CHRISTMAS MARKETING CAMPAIGN 2013. "THE BEAR AND THE HARE"
One of the best example of an IMC of the recent years can be John Lewis's Christmas marketing campaign, that was launched in November 2013. The Christmas advert, which cost the company £7m to make, tells the story of a hare determined to make sure his bear friend does not miss Christmas. The twin-bell alarm clock was the only product featured in campaign. The cartoon, which is set to a Lily Allen version of Keane's "Somewhere Only We Know" was viewed nearly nine million times on YouTube. Initial figures showed that the advert, first aired on November 9, had been a success and the department store reported taking £101m in the week after it was shown.The campaign was largely targeted at children, and in several stores the toy bear and hare sold out in the first weekend. The marketing team used various integrated channels to deliver its message to customers: newsletters, email marketing, magazines, billboards, TV adverts, online adverts, social networks, such as Twitter and Facebook, use of hashtags (#BearandHare). If you haven't seen it, you can watch it here.
Conclusion
In conclusion, it could be said, that despite the minor disadvantages of integrated marketing communications, the example of John Lewis marketing campaign shows that a well-designed marketing campaign, that is delivered though integrated marketing channels, can bring only positive effects on the company's sales and reputation.
Sources
- http://www.forbes.com/sites/steveolenski/2013/09/16/why-integrated-marketing-communications-is-more-important-than-ever/
- http://www.cio.com/article/2377257/online-marketing/7-ways-to-create-a-successful-integrated-marketing-campaign.html
- http://www.entrepreneur.com/article/234514
- http://www.bloomberg.com/bw/articles/2012-05-10/integrated-marketing-if-you-knew-it-youd-do-it
- http://www.johnlewis.com/inspiration-and-advice/az-of-christmas/bear-and-hare