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Integrated Marketing Communications
In recent years, the advertising and promotion have
been moved from the dependence on traditional mass media, towards a more strategic
integrated approach.
The move is to optimize the effectiveness of one’s promotional mix
by drawing on all aspects & all tools readily available, including the use of PR,
sales promotion, direct marketing and Internet marketing.
The concept of integrated marketing communications is defined as
follows:
" A concept of marketing communications planning that recognizes
the added value of a comprehensive plan that evaluates the strategic roles of a variety of
communication disciplines--for example, general advertising, direct response, sales
promotion and public relations—and combines these disciplines to provide clarity,
consistency, and maximum impact."
The Changing
Environment
Major changes have occurred, these affecting
consumers with respect to demographics, lifestyles, media use, and relevant images as well
as buying & shopping patterns.
Consumers are spoilt from an array of choices, from the rise of cable
television, to the immediacy of the Internet, ever willing to provide more services on
demand. Consumers no longer need to rely on fixed schedules or forms of communication
usually primarily associated with print & mainstream television. They are now having
all the more choices as entertainment, shopping or info on demand, given the different
options available that meets the consumers as to how & when they want it, as opposed
to dictating as to when & how they should be targeted or approached.
How
companies change in marketing their products & services
The companies have some major shifts including:
 | Transfer of advertising media dollars to primarily consumer oriented & trade
directed sales promotions that bring more immediate impact upon the sales results. |
| Media fragmentation, from less emphasis on network television towards smaller
alternatives, including cables television, direct mail & the Internet. |
| Market clout from manufacturers to retailers. As more small local retailers give way to
international & regional players, they are able to demand more advertising &
promotional allowances & fees, having control over advertising dollars, &
directing the spend at the point of sale. |
| The sophistication of data based marketing, which allows the usage of more precise data
about the target market or consumer who is being hit through a variety of telemarketing,
Internet marketing or direct response advertising methods. |
| Changes to media buying practices. The trend is now to take media buying towards media
independents. This option will offer rate discounts, more accountability towards all media
choice. Media independents may consider non-traditional media alternatives as a means to
be more cost effective. |
| As companies find the right way to reach their markets & consumers effectively, ad
agencies reposition themselves as consultants and experts in all areas of promotion
required in a successful integrated marketing communications approach. |
| The movement towards relationship marketing. This recognizes the potential value of a
customer retained, especially in products and services generating high repeat revenue. It
often pays to offer a highly personalized & customized approach, which puts customer
service strategies to the forefront. It also follows the trend that customers want to be
seen & served as individuals, rather than one of the masses. |
Abstract from "Introduction to
Integrated Marketing Communications" written by
Mr. Tan Seck Wee , MIS Lecturer
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