Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product. Companies in the same industry may differ in their emphasis on push or pull. Integrated marketing often involves establishment and use of a variety of communication channels where the messages are communicated easily with sufficient consistency. Let us understand it with the help of an example. There are many ways in which a customer may interact with a business. Top marketing companies such as coca-cola, Intel and Nike skillfully employ both push and pull strategy. Event Sponsorship Event sponsorship is the element sometimes left out of the five-element communication mix.
In the 21st century, communications objectives focus on more customized messages, targeting customer groups or individuals to create high responses and greater brand interaction. They like holding them in their hands and turning the pages. Un-integrated communications send disjointed messages which dilute the impact of the message. Select communication tools which are right for each stage. Noise can also occur when the sender and receivers fields of experience do not overlap, if there is no common ground between them, which may result in a misunderstanding in the meaning of the message.
An open flow of information and communication among relevant departments provides the requisite synergy required to build the most effective and complete marketing strategy. This involves asking the target audience members whether they remember the message, how many times they saw it, what points they recall, how they felt about the message, and the past and the present attitudes towards the product and the company. Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. In reality, marketers have to select communications tools that are most suitable for the stage which the target audience has reached. No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy. The page covers additional individual marketing communication tools such as e-mail, flyers, mailing lists, newspaper and magazine ads, Yellow Pages, merchandising and packaging, trade fairs and events and eMarketing. Successful mailers use digital data and internet browsing info to pinpoint their mailings to those who are most likely to be interested, according to the Data and Marketing Association.
The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers. As a result, these customers become motivated to purchase and use these products. Strategic Integrated Marketing Communications 3rd ed. A company uses marketing communications to promote its business and products, considering the dynamics of its target markets. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. In today's fast-paced lifestyle, if a service is convenient, customers will most likely use the product. The sound often announcer promoting banking services should be different from one promoting quality furniture.
It may even prevent the message from ever reaching the receiver. The Internet allows multimedia documents to be shared among its users. In-product marketing content is often very similar to that of email marketing campaigns, but the segmentation and delivery is more targeted. Brand communication goes a long way in promoting products and services among target consumers. To do this you must have carefully planned internal communications, that is, good internal marketing.
It has become one of the most dominant sources of information for most consumers. This highlights a trend in integration of consumer behaviour with marketing communications, where technology has facilitated social group communication. Moriarty formed the concept of communication-based relationship marketing. We will also visit the need for an integrated marketing communications and identify the communication objectives that companies must focus on. Characteristics Integrated Marketing Communication 1. The whole integration idea, therefore, creates trust in the brand and boosts sales at the same time.
Developments from integrated marketing communications have evolved into three categories: inside-out approach, outside-in approach and cross-functional strategic approach. In the 1980s, the upstart internet became a competitor for advertising dollars. Step 5- Selecting the message source: In personal or non personal communication, the messages impact on the target audience is also affected by how the audience views the communicator. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. In order to help with purchase decisions, marketing communications try to create a distinct image for the brand.
This means that both opinion leaders and opinion formers have a large influence on the consumer and their perceived view of the business, product, or service provided. They would employ these strategies through multiple marketing communications. This form of direct marketing dates back over 100 years. Advantages are a high level of flexibility and easy integration through computer systems using the Internet to send mass text messages. These can be direct, or indirect influences. Social Media Marketing Social media marketing is a great add-on, but should never be your only marketing method.