Integrated marketing communications have various components that together make the entire process effective. The components of integrated marketing communications are:
Research – Before integrating the various methods of marketing, a detailed analysis of the market is to be carried out. The company should conduct extensive research about the product market, customer requirements and competitors. This will allow the company to formulate strategies in an effective manner.
Focus on Brand – Brand name is one of the factors that affects the customerâ€™s decision of buying a product. A strong brand name makes it easy to promote a product and attract customers. This is due to the fact that customers trust the brand and are familiar with the company. The brand name should be promoted with the help of advertisements and different marketing strategies.
Consumer Behavior – The company needs to focus on the behavior of the consumer and study the features that make a product attractive to a customer.
Corporate Culture and Company Image – A product and a service provided by a company also portrays the culture of the company and the company image. The company should make sure that the customer understands these features and it maintains these features as per the standards expected by the customer. This builds a relationship between the customer and the company.
Tools for Communication – The company should understand the various tools for communication and use those tools in an effective manner to convey information about products and services to customers and interact with them.
Tools for Integration – The company should be able to track the effectiveness of the tools used for integration of the components of marketing communication.
Promotion of the Products and the Company – The company should be able to promote their products and services effectively to increase outreach and, ultimately, profitability.
Steps of Integrated Marketing Communications
The steps to be followed while devising a strategy for integrating marketing communications are:
Know your customers.
Analyze the strengths, weakness, opportunities and threats of the company and the products.
Set goals of marketing communication.
Determine the financial resources of the company.
Formulate a strategy for integration.
Evaluate the effectiveness of the strategy for integrating marketing communications.
Benefits of Integrated Marketing Communications
There are various benefits of integrating marketing communications, such as:
Increasing the outreach of the company.
Making the process of promoting the company and the product easier.
Sending a clear and unified image of the company and the products.
Increasing the visibility of the brand.
Getting better results than with traditional marketing.
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