Commercial Ink - Integrated Marketing Movement

Integrated Marketing Movement

Integrated marketing communications or IMC is an approach that is being adopted by more and more companies, large and small alike. By definition, it is the coordination of all marketing efforts that companies use to communicate with their customers. These "marketing efforts" include all aspects of marketing such as advertising, sales promotion, direct marketing, public relations, internet marketing, and even personal selling. So why are marketers using this approach?

First and foremost, many marketers are beginning to realize the benefits of a unified operation, rather that one that operates autonomously. By combining and coordinating marketing efforts, companies can work more effectively and efficiently. IMC gets rid of the hassle and miscommunication companies have when their marketing department is divided. Through IMC, companies can prevent duplicates and develop a more constructive marketing campaign. Integrated marketing communications is one of the best and easiest ways for a company to maximize its ROI.

The integrated marketing communications movement has been brought about mostly by the ever changing environment. Now more than ever, it is important for companies to be flexible and adaptive to change. This transformation in marketing has happened because of several factors.

1. A shift in allocation of marketing budget.
Many marketers are looking for alternative ways to advertise and promote their products. They feel that traditional methods are getting to be too expensive and are not as beneficial as they once were. Companies are shifting spending to more consumer oriented sales promotions.

2. Movement away from relying on advertising-focused approaches.
Instead of using mass media approaches like magazines and television, more marketers are trying more targeted and cost effective approaches like sponsorships, direct mail/email, and social media.

3. Shift in marketplace power from manufacturers to retailers.
With the emergence of new technologies like checkout scanners, retailers have more power over manufacturers. Scanners allow them to track the effectiveness of the manufacturers' promotional programs. Also, small local retailers are being replaced by larger, national chains.

4. Growth of database marketing.
Companies are building databases with customer information that helps them to better target and market to the right people. These databases help companies to obtain information such as name, demographics, purchase patterns, credit ratings, and much more. It helps develop a more targeted approach.

5. Rapid growth of the internet.
The internet is changing the way companies interact and communicate with customers, as well as how the conduct their business in general.

This change in the way companies are marketing is affecting everyone. Many are realizing the vitality of switching to a more integrated marketing approach. Marketers need to see how beneficial it is to not be tied down to a single marketing tool, as the convenience and efficiency of integrated marketing become more and more apparent.

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