IMC 1

Marketing function

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Marketing is an organisational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders.

TRADITIONAL

CONCEPT OF MARKETING

selling goods and services that have been produced.

MODERN

CONCEPT OF MARKETING

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considers the consumers’ wants and needs as the guiding spirit and focuses on the delivery of such goods and services that can satisfy those needs most effectively.

FUNCTIONS PERFORMED IN MARKETING

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• Marketing Research
• Product Planning and Development
• Packaging
• Standardisation and Grading
• Branding
• Pricing the Product
• Promotion of the Product
• Distribution
• Selling

4P

Functions of Marketing department include the coordination of four elements called the 4 P's of marketing:

(1) identification, selection and development of a product,

(2) determination of its price,

(3) selection of a distribution channel to reach the customer's place, and

(4) development and implementation of a promotional strategy.

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Marketing Mix 4C’s

The 4Cs (Customer/consumer value, Cost, Convenience, and Communication) enables you to think in terms of your customers’ interests more than your own.

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IMC is a simple concept of creating a unified and seamless brand experience for consumers across all channels.

It ensures that all forms of communications and messages are carefully linked together.

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As a discipline, IMC adopts a

human-centered approach and attempts to unify all pieces of marketing communications, including:

• advertising,
• public relations,
• direct marketing,
• social media,
• and sales promotion.

IMC is consistent across all channels.

Title

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Relying on data-driven marketing,

instead of general, mass media marketing, IMC leverages consumer attitudes, shopping patterns, and buying preferences to deliver impactful advertisements and brand messaging.

Its influence can be seen throughout modern society, in website display advertisements, enterprise blogs, search engine optimization, newspaper editorials, outdoor billboards, magazine advertisements, and more.

IMC aims to:

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• influence & affect behavior of targeted audience.
• consider all touch points a customer/ prospect has with the brand as potential delivery channels for messages.

Increases Effectiveness

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At its most basic level, a unified message has more impact than a disjointed myriad of messages.

In a busy world, a consistent, consolidated and crystal clear message has a better chance of cutting through the ‘noise’ of over five hundred commercial messages which bombard customers each and every day.

Functional Silos

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It occurs when departments or management groups do not share information, goals, tools, priorities and processes with other departments.

Rigid organisational structures are infested with managers who protect both their budgets and their power base.

For example the PR department often doesn’t report to marketing.

Stifled Creativity

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IMC can restrict creativity.

No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy.

The joy of rampant creativity may be stifled, but the creative challenge may be greater and ultimately more satisfying when operating within a tighter, integrated, creative brief.

Time Scale Conflicts

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Add different time scales into a creative brief and you’ll see Time Horizons provide one more barrier to IMC.

For example, image advertising, designed to nurture the brand over the longer term, may conflict with shorter term advertising or sales promotions designed to boost quarterly sales.

However the two objectives can be accommodated within an overall IMC if carefully planned.

Lack of Management know-how

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Most managers lack expertise in IMC. But its not just managers, but also agencies.

There is a proliferation of single discipline agencies.

There appear to be very few people who have real experience of all the marketing communications disciplines.

General Communications

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In the broadest sense, to study communications means to study the craft of delivering a message in an effective way.

It’s the “marriage of theory and application;” it’s a “wide ranging generalist path that can be tailored to work in a variety of specific industries.”

It tends to be more broad and general in subject matter.

IMC

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When you study integrated marketing communications, you learn how to align marketing activities to ensure a constant flow of information to consumers from a variety of media.

As technology continues to advance and as digital media becomes increasingly important, companies must be able to leverage those mediums to create effective and consistent marketing and messaging that connects the consumer to their brand.

with IMC program, you should be able to analyze data and manage strategic project planning.

THEN

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Prior to the emergence of IMC mass communications dominated marketing.

Mass communications is the practice of relaying information to large segments of the population through television, radio, and other media.

Marketing was a one-way feed. Advertisers broadcasted their offerings and value propositions with little regard for the diverse needs, tastes, and values of consumers.

Often, this “one size fits all” approach was costly and uninformative due to the lack of tools for measuring results in terms of sales

NOW

Marketing is viewed more as a two-way conversation between marketers and consumers.

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TRADITIONAL

VS

DIGITAL

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