IMC communication methods
IMC communication methods can be accommodated throughout the entire marketing management flow chart, but communication methods specifically fall within the marketing mix’s subsection. Moreover, the marketing methods section includes, “Elements of the marketing mix that are under the control of the marketing manager. Includes product, price, channels of distribution, and integrated marketing communication” (Ogden & Ogden, 2014). In the current market, mass communication fails to work efficiently for all products or all consumer bases, making it a little bit expensive, making it essential to assess a company’s particular customer to figure out the best functional communication techniques. Marketers view IMC as a way of having a dialogue with the customer in terms of demographic analysis to find the best communication method. Moreover, currently, such communication methods include promotions directed at wholesalers or retailers of the good, promotions directed at customers, developing efficient public relations, advertising, and branding.
The importance of an integrated campaign helps to offer consumers information in their preferred style of delivery. Businesses and customers can be specified whether they want to receive product information in their emails, telephone, direct mail, or text message. Customers who cannot be contacted directly can still benefit from marketing campaigns through T.V., radio, and print ads. Integration makes sure that available consumers and potential consumers get similar information in every communication. Moreover, it should be noted that all consumers do not have similar thoughts. It is essential for a company’s marketing team to offer a consistent message in terms of the organization’s brand. Consistency in product advertisement, especially through social media or T.V., is essential for an organization since more people will be aware of the brand.
Moreover, the IMC utilizes market research when deciding what information to be focused on or be displayed in ads. Furthermore, IMC tools are used to aid link consumers. Marketers ought to have a clear understanding of their target customers’ behavior to know how, why, who, and what customers buy from a company. As a result, it will be easier to develop a proper marketing plan.