Communication is the act of sending, receiving and processing information. Integrated marketing communications (IMC) is the synchronization and incorporation of all marketing communication tools and sources present in the company into a flawless plan. The trickiest part is to maximize the impact on customers at a minimal cost.
IMC is used to describe the entire process through which you communicate with your end users. The image, personality and essence of your brand and all the four marketing mix elements should merge to showcase an integrated message. Keep in mind that marketing plan is not an IMC plan. An integrated marketing communication plan is the fraction of the marketing plan which consists of all promotional ingredients of the marketing plan.
All communications with consumers, including one-to-one selling, public relations, sales promotion, brand positioning, customer relationship experiences, and advertising are integrated into a complete IMC plan. They should work to support each other to position the desired image of the business. Different plans from different departments can create a confusing image of the business. This usually happens when every functional source handles marketing communications individually.
Integrated marketing communication is an art in which an organization carefully integrates and coordinates its various communication mediums to deliver a clear, attractive and consistent message about the company and its products.
The process of developing effective communication strategy requires identifying the target audience because it affects decisions regarding what message will be communicated and how it will be communicated. Clear and simple communication objectives should be determined in order to create a message that will lead to the attainment of these objectives. The message includes the words, sounds, design, layout, color, body, language, etc.
Choosing the media to deliver your message is a critical decision. Media includes both personal and non-personal communication channels. It is said that around 70 percent of the sales are done through word-of-mouth. Selecting a credible message source is crucial. A bad spokesperson can hamper the image of your company. Additionally, the company must focus on collecting feedback from the customers because it helps in making your brand better. This overall integration affects all of the company’s operations, marketing strategies, customer satisfaction, and internally directed communications.