Factors Leading To Integration Of Marketing Communication Marketing Essay

Factors Leading To Integration Of Marketing Communication Marketing Essay holding in view the dynamic environment of todays business, Marketer is required to develop the convergence that behave the cleverness to satisfy station grocery emergencys and wants, price that product attractively, and ensure its availability to the home run customers. except the task does not stop over here the institution must also communicate with their tar nourish just about the company offerings. Communication is the process in which messages be exchanged to achieve a desire behavior direction or goal. The task of discourse with target market is c al guide advance in Marketing.A company end usance variety of promotion techniques including publicizing, personal selling, sales promotion, direct selling and normal relations to achieve the companys communication objectives. From the last two decades, promotions strategies employ by brasss just about the world have underg mavin through tremendous changes. This is out-of-pocket to the fact that the technology has revolutionized our daily life, marketing promotion have no exception. Companies must be aw be of the fact that the face of marketing communications is continuously shifting and, to be successful in the future, the Marketing manager needs to utilize the novel emerging communication techniques.harmonize to Kotler and Arm soused (2006), Integrated Marketing Communications (IMC) is a concept in which a company c arefully integrates and coordinates its some(prenominal) communication communication channels-mass media advertising, personal selling, sales promotion, public relations, direct marketing, packaging, and others-to deliver a clear, consistent, and compelling message about the organisation and its products. The results of IMC are better communication that transform into consistent sales volume.The integrated marketing communication goes beyond these specific promotion tools. The design, and packaging of the product, its container and packaging, its price, and the retail stores that sell the product, all communicate something to buyers. Thus, although the promotion alloy is an presidencys primary communication, the whole marketing mix including product, place, price and promotion must be coordinated in order to achieve the desired impact. The organization IMC help oneselfs the securely in identification of the target audience, and then helps the firm in designing a well-coordinated promotional program that focus on managing the customer relationship over time.According to Pelsmacker et all (2006) Integrated Marketing Communication is the integration of specialized communications functions that previously operated with variable degrees of autonomy. If the organization fails to integrate its various communications tools, for example, the advertisements of the offering concentrate on one thing, magical spell a price signaled transmit a different message while the labeling of the product depicts still some other message. This pull up stakesing pretend ambiguity in the mind of the consumer and he provide wander here and there in search of what the company is trying to convince me? As Kotler and Armstrong (2006) have pointed out IMC builds put up indistinguishability and strong customer relationships by tying together all of the companys messages and images. Brand messages and positioning are coordinated across all communication activities and media.Factors Leading to Integration of Marketing CommunicationThe following are some of the solid ground due to which it is inevitable to integrate the Marketing Communication of the organization.Fragmentation of the mass marketThis mass-marketing strategy focuses on what is general in the needs of consumers rather than on what is different. The organization offer single Marketing ruffle up consists of one type of product with small or no variation, one pricing strategy, one promotion program aimed at ever y person and one distri besidesion system aimed at the entire market.In the last two decades, the mass marketing strategy has lost its impact due to fragmentation of the markets across the world. Consumers around the world instanter have a more options of what to buy, what to watch to listen or read. The government issue of new market segment which was previously homogeneous, having distinct needs, requirements, and preferences. (Groucutt 2004). These fragments reduce the effectiveness of mass marketing techniques and gnaw brand loyalty.Media FragmentationMarket fragmentation has resulted in media fragmentation because the of alternative media channels available to the consumer and all messages seen as one single message to consumer. Todays consumers are being irritated with a bundle of of telecasting channels, and a steady stream of new magazines that hit the newsstands every week. Coupled with rising level of ad dodging and the future for some mass media might seem austere. T herefore advertising has to spread further, covert massive amount of channels to gain the same exposure.Explosion of New TechnologiesThe Technology is evolving today with overmuch speed and has a very disruptive impact on our daily life. Something that has been considered as status token today is a myth of past like a shot. Also this explosion allow customer to have greater control over the communication. Consumer sight now select what to see, and what to hear more easily as in past.Emergence of Global MarketsDue to advent of IT the whole world has collapse to a global village. The floriculture around the world is merging and a unified culture is emerging. Although this has created some opportunities for organization, but is also seance some potential threat as they need now to be very cautious while designing there promotional programs and unless(prenominal) the promotional program are well coordinated and integrated it will not have any impact on the target market. The glob al market has also led to increase in advertising mess due more channels and more group placing ad on mass media.Shifts of Power from Manufacturers to RetailerThe power that historically rests with manufacturer has been shifted to retailer. The retailers due to this power now demands huge promotion fees and can offer better retail information from due to the system of confirmation scanner technology.Shifting of Promotion Cost from Advertising to other Forms of PromotionDue to the increase usage of net income, growth of customer databases, customer lack of time, companies are moving toward concentrated and niche segmentation, as consumer has the contraption to order what he needs and wants from direct marketers. This had led to change on the percentage of promotion played out on advertising. Traditionally this percentage used to be very high but now as the market conditions are changing it is eroding and taking the form of direct marketing, point of sales activities, online adver tising etc.Emergence of Lower Cost and More Target Communication ToolsAs the traditionally used media tools is losing its impact, the exploration of lower-cost and more targeted communication tools continues. Marketer now have the option to use promotional tools similar event marketing and direct mail etc that are more targeted and have less cost as compared to of mass media.Development of Database and Relationship MarketingOne of the most important Direct Marketing is the guest Databases. It is a controlled collection of absolute data about individual customers or prospects, together with geographic, demographic, psychographic, and behavioral data. These databases help companies in influencing and building customer relationships and the organization can also tailor its message or market offering according to the personal needs of the target market.Increase Usage of InternetThe usage of Internet around the world is increase with the passage of time, and this had led to change how a company does its business and how the organization communicate and act with its target market. Companies around the world are using the Internet as a competitive tool to change how they transact the business. They can a company does business and how they communicate and interact with customers as they can reach prospects at just the right(a) moment and can offers a low-cost, well-organized counseling to reach markets.Agency AccountabilityThe terms and conditions of the relation that the company and agency used to have are changing, due to changes in the competitive setup of the industry. The organization now demands for greater accountability from the advertising agencies and changes in return and incentives of the agency.Marketing Strategy Results MeasurementOrganization now calls that the activities that the marketing department carries out should be measurements providely and expectations from marketing strategy.Change in Shopping ApproachThe reason behind why the consumer goes for obtain has been change. Traditionally people used to went for shopping in order to get the desired products and/or serve from the market. But now the shopping approach has been changed, it is now taking form of freedom and entertainment.Growth of digital MediaMulti-track media society that is constantly developing and changing with the passage of time has led to advent of digital media. In digital media consumer have extraordinary control over the information and entertainment choice. With new digital media in place, people have thousands of viewing options they can select from.Future of IMCThe conception of integrated marketing communications (IMC) is fairly new. The IMC tools allows marketing manager to plan and then execute his marketing communication programs, which create and halt mutually beneficial, long-term relationships with the target market by satisfying their needs and wants. This means that promotion tools are used to create loyalty.The future trends of IMC are discussed in the followingCompetitive AdvantageThe Various tools that organization has can be used as a competitive ring against the competitors. Competitive advantage is the edge and the ability of firm to provide superior think of to its target market as compared to competitors. As IMC components are designed as a whole, the organization is able to focus its efforts in all the communication elements that create single, powerful brand equity by speaking with one voice. This single brand message provides a competitive advantage to the company as the target clearly understand that what the company is communicating.Brand comelinessIMC strategies are essential to the companys strategic brand management because IMC strengthens the interface between the organizations strategy of brand identity and the target markets brand equity. The organization that uses IMC strategies will be able to measure the brand ken and brand image of its various offerings. Specifically IMC strategies a nd brand identity are the most vital parts of the companys boilersuit brand equity strategy. The brand identity strategy of the organization serves as a foundation for its boilersuit IMC initiative and, for this reason, accounts for to the firms brand equity.Online AdvertisingOnline Advertising is becoming powerful IMC tool for advertisers and organization can use online advertisement as people are now spending more time online the Internet became another channel via which companies can market their offerings successfully. (Google 2007)Because of the Internets versatility, it will give an organization the opportunity to reach and interact with its target market. Companies can now produce an IMC campaigns that exclusively target the desired customer more successfully with less cost as compared to traditional communication efforts. Online campaigns will give organization new abilities to the organization due to the following reasonsReach The Internet used by more than 170 million peop le scarce in the United States.Relevance Online Advertising shows ads to potential customers who are actively searching for what businesses have to offer. afford on investment (ROI) Using analytical tools, companies can understand more about the effectiveness and capability of their ads. (Google 2007)Viral marketingViral marketing is an IMC technique that is mostly used for trendy brands, Marketers are increasing acknowledging Viral marketing as an important IMC tool because it offers the traditions benefits and effectiveness of advertising. In viral marketing the organization promotes its product using Word of Mouth Marketing (WOMM), utilizing individuals communication networks, and relying on their individual recommendations to sell the product. Companies actively seek viral marketing, by fueling discussion on their offerings. (Groucutt, J. et al 2004).Multi Chanel PromotionAs multi channel media increases in reputation, the problem of IMC is to make sure that the IMC campaign r eaches its planned audience. According Perkin (2003) as media-blitzed, ad-cynical, time-poor, channel-flicking audience quick in a fast-paced, attention-challenged world The fact is that due to fast pace of technology, and globalization of the world, consumer behavior around the world is changing. Today customer have more control over what to see, and read and therefore IMC need to tailor the organization campaign as per the requirements of the market.Media SelectionThere are a huge function of magazines, each having its own focus, allowing segmented audience to the organization. The owner of these Magazines not only offers media planners a place to get the target audience, but also provide insights regarding audience and how to connect with them in the most excellent manner. Companies can use these magazines in there IMC efforts by effectively marketing their product and to utilize and ensure turn down targeting, positioning and promoting the company offerings. (Perkin, N. 2003) .Sponsorship CampaignSponsorship of sporting events like football, cricket, or even horse race is accept as a strong medium of promotion due to its focus of providing target audience on one platform event and the capability to attach with company target market by adding value to their behavior and interests. The finding of the response that how a particular customer or a group of customers will reveal some interesting aspects about the company sponsorship and will also reveal the form of sponsorship appropriate for the company products. Although sponsorship, like other form of promotional mix, has to prove its value in IMC, consumers are upcountry to a sponsorship strategy. Targeting the accurate event will take a lot of research on behalf of the organization while the exposure created by sponsorship is very short lived (Crow 2003).Market PositioningThe art of targeting customer to acquaint a product in a certain desired manner in known as positioning is the one of the most import ant factor while launching a new product and/or service for any organization. With the entire media overloaded, the consumer has closed mind to the new products, therefore, the company offerings should be exceptional, and support by original, relevant, creative and really inspired IMC efforts. Advertising diffusion is exceptional and media fragmentation is growing now a days. In order to get a desired level of recall and brand awareness marketer need to target several medium. This is due to fact that consumer media habits are diverse and had led to high IMC budgets and also waste of the precious organizational resources.Direct marketingDirect marketing has become one of the most effective and efficient way for reaching target market due to dynamic environmental factors, changing customer preferences, and technological developments. (Brassington, F. Pettitt, S. 2003). The key to successful direct marketing for an organization is targeting. The success of marketing manager while usi ng direct marketing depends on his capability to identify the just right audience for the company product and then design the direct marketing campaign to achieve that goal. identify-Targeted CampaignsThe keyword-embattled ads can become visible on Google exploration results pages or on search and content sites inside the Google Network. Site targeting will give an organization the ability toAdvertise on most wanted sites.Reach customers cuddle the beginning in the buying process, with advertisements designed to increase responsiveness or to promote a brand, but not unavoidably to generate clicks or traffic.