Integrable marketing communications: elements, strategies, management

In the conditions of a dynamically developing market and growing competition, any company is interested in reaching the attention of potential buyers. And the most effective method for achieving this goal is the combined use of presentation methods and feedback tools with the consumer.

What are integrated marketing communications (IMC)

Under this term, it is necessary to understand the process of establishing communication with the end user, which differs from those used by large advertisers. In fact, IMC implies the planning of marketing communications, based on the need to evaluate their (communications) of certain areas and strategic role.

In the process of IMC, all means of influence, programs and messages are communicated to and channeled to potential or actual consumers of the company's services and products.

Why IMC should be considered relevant

The concept of integrating marketing communications has appeared not casually. The idea of such measures to promote goods and services became popular already in the 90's. The reason that this system was recognized as practical is due to the fact that traditional marketing tools could no longer provide the level of efficiency necessary for the successful development of companies in a changing market.

Therefore, many enterprises have gone through the combined use of various marketing communications tools, the total impact of which turned out to be much more effective than the impact of each direction separately. In addition, IMC allowed companies to combine budgets, optimize them and get more tangible returns.

The concept of IMC

Obviously, the promotion of the product inevitably implies certain marketing communications. An integrated approach, in turn, leads to the solution of two problems that are related to each other.

The first task of the IMC is to create messages of a communication nature in which various QMS (standard communication system) facilities will be used that are not inconsistent with each other and easily coordinated among themselves. As a result, a single positive image of the communicator is formed.

As the second goal of IMC is to determine the maximum level of efficiency of marketing communications by searching for the most appropriate combinations of synthetic and fixed assets of QMS.

The essence of the QMS

In the process of implementing integrated methods, the tools of the standard communication system are used. We are talking about the totality of such elements as actors, channels, means and forms of interaction, as well as direct and reverse links used in the process of the marketing system's work with representatives of the external environment.

By using these tools, you can clearly and attractively convey the essence of the marketing appeal to the end user. It is important to take into account the fact that the cost of the goods can also be used as an effective way of conveying information about the product (expensive, therefore, quality).

All these elements of integrated marketing communications, including the products themselves, as well as its cost, allow us to convey key information about the company's offer to the representatives of Central Asia.

Simultaneous use of several types of presentation and feedback is a profitable strategy that far exceeds the effectiveness of any one method.

Key issues within the framework of the IMC strategy

The concept of integrated marketing communications involves obtaining a response to 3 key questions:

1. In which points of the marketing channels is the extremely effective achievement of the buyer and the increase in the reaction speed in favor of purchasing the company's products?
2. What is the most effective combination of means of sales promotion and advertising in the framework of achieving the goals of communication?
3. How to competently coordinate the advertising appeal and each type of advertising communication with the common positioning of the brand from the position of their combined interaction?

Answers to these questions make it possible to draw up a competent plan for IMC implementation within the framework of specific tasks.

Elements of the IMC

The system of integrated marketing communications consists of several key elements:

• Public relations (public relations).
• Direct marketing. This includes Internet and TV marketing. Speaking of promotion through television, it is worth noting that it boils down to giving the viewer the opportunity to place the order of the goods while at home, after he sees the specific products in action and acquainted with its characteristics. In the Internet space the same principle is used, only the opportunities for advancement in this case are much higher.
• Advertising. These are certain measures, the purpose of which is the effective achievement of any marketing task.
• Stimulation of demand for goods through the introduction of additional benefits and, as a result, increased benefits.
• Business and retail advertising. The process of interaction with competitors in retail always leads to rapid changes. This is explained by the fact that often corporations come to the market with a product that is dynamically moving forward.

• Complex of integrated marketing communications. Means the use of international advertising. This is an advertising campaign that goes beyond the country where the producer is located. At the same time, for this level of promotion, the goods should be leading in the framework of their niche.
• Fairs and exhibitions. We are talking about events in which the manufacturing company takes a direct part, presenting its products to the end user.
• The plan of the enterprise. This refers to the general strategy of promoting goods using various marketing tools.

IMC speed

The modern concept of integrated marketing communications involves the use of certain principles. One of them is efficiency.

The essence of this principle is to use for the implementation of strategic communication processes both the originally planned events, and those circumstances that arise involuntarily. It is worthwhile to understand that any competently analyzed information can potentially cause the formation of an IMC complex. And you can make an informational excuse from virtually any division of internal data flows of the company.

Principle of openness

In this case, it is a horizontal form of communication with the partners of the enterprise. This allows you to make the business more sustainable, so it is important to focus on an open attitude to the possibility of developing partnerships. A clear example of the implementation of this principle within the framework of the strategy of integrated marketing communications are joint companies promoting products of such famous brands as McDonald's and Coca-Cola. Now it is often possible to meet promo actions of manufacturers of washing machines and powder, sweets and tea, wine and cheese. With this approach, in addition to increasing the level of effectiveness of marketing measures, opportunities are opened for optimizing their budget.

Personalization as an IMC principle

The result, which brings the implementation of this principle, makes many companies use it stably and actively. Under personalization, one should understand the formation of the personal character of relations with each client of the company. Of course, such an approach will require a lot of cost and effort, as it will have to develop both new technical equipment and special projects.

Moreover, the availability of specific skills for staff will also be required. But in the end, the firm will get a high level of loyalty from customers and, as a result, a significant increase in sales.

Synergy

This principle, through which organized marketing communications are organized, it is possible Define how Main, because it implies a competent interaction of all components of the IMC. The fact that the combination of promotional measures is much more effective than their simple summation has been proved many times by the experience of various companies.

One of the successful examples of the implementation of the principle of synergism can be called student teams of sellers who are in contact with potential consumers on the street. In this activity virtually all methods are involved, the use of which implies the concept of integrated marketing communications:

• The estimation of demand for concrete kinds of production is made;
• There is direct contact with representatives of Central Asia;

• By solving a social problem such as youth employment, the company gets an opportunity to enter into government contacts, which opens up new prospects for business development;
• The seller, dressed in branded clothes, is the source of constant advertising.

It is obvious that the principle of synergism allows to use virtually all IMC elements, and with a high level of productivity.

Integrable marketing communications: structure on the Internet

The use of a combined method of brand promotion in the online sphere implies the presence of certain factors that play an important role in achieving the task.

• Competitive environment. The advantage of analyzing competitors on the Internet boils down to fairly simple ways of tracking their activity and rating. Moreover, due to the fact that all information on the network is presented in digital form, it is easy to acquire the necessary data on the most popular resources of competing companies in the statistics collection systems.

• Speed of formation of the price. The manufacturer has the opportunity, within the network, to establish dynamic pricing for products. This can be, for example, discounts on the purchase of goods when buying a certain number of units.
• Feedback. It is about the possibility of feedback through the site and special forums.
• Update the data. Thanks to the content management tools that are available on the Internet, the company is able to change both the form of communication and the information itself at any convenient moment.
• Management of integrated marketing communications within the network. Means the use of the personalization factor. This technique is most relevant when working with banner ads on sites, within which personalization of specific users is carried out. This approach is used by industry portals, sites and other resources.
• Free communication. It's no secret that with the help of Internet resources you can quickly spread various rumors. This opportunity is often used by various firms to reduce the effectiveness of advertising campaigns of competing business structures.
• Flexible opportunities for PR, focused on the representatives of Central Asia. In this case, we are talking about the possibility of various formats for submitting materials, designed to build loyalty to the brand and promote specific products. Specially prepared materials can be used for the selected audience.

conclusions

As a result, it can be noted that integrated marketing communications are the most effective and fast-acting strategy for promoting both brand and specific product on the market.