Research shows that many business firms are adopting integrated marketing
communication (IMC) to enhance marketing in their firms. This is because of the
realization that integrated communication in marketing helps to improve
marketing efficiency besides assisting the firms to reduce costs of marketing.
Integrated marketing communications assemble all components of marketing,
thus allowing the customers to code and understand the product in an effective
manner. These marketing functions include advertising, public relations, sales
promotions, internet, and social media communication. The use of information
and communicational technologies serves as one of the primary motivators of the
development and use of the IMC. The main objective of the IMC is to establish a
codified product experience for customers. In other words, IMC is a strategic way
of managing brands in business (Cornelissen and Lock, 2000). The IMC is
attained through proper coordination of marketing communication functions in
marketing so that the ultimate objective, which is customer understanding, can
be achieved. It is argued that, in spite of being run by the marketers of firms, the
efficiency and effectiveness of marketing is determined by customers and not the
marketers or advertisers. This is due to what is regarded as the role of receivers
in a communication process.
Understanding the origin and development of integrated
marketing communication
Kitchen (2004) noted that marketing is a process that makes full use of communication.
With the presence of many channels of communication, including the wide adoption and
usage of information and communication technologies in touch, marketing can either be
simplified or made complex. The diversity of communicative tools is argued to have
paved the way for the development of the IMC to facilitate the branding of products and
services of firms. For example, the internet has totally transformed the manner in which
business is conducted, including the way marketing is conducted. The IMC is a concept
that was developed in the early 1980s. This concept of marketing management
emerged because of three important things. These are the changing demands in the
marketplace, media and communication, and the changing behavior and demands
(Pickton and Broderick, 2005). It is important to note that all these factors relate to one
another as far as the application of the concept is concerned. Advances in information
and communication technology are argued to have set precedence for the emergence
of the idea. Consumer-centered marketing approaches could be developed quickly by
utilizing communication technologies. The relationship between customers and brands
is given much attention in the definition and a real sense of the concept (Cornelissen
and Lock, 2000).
Research in the field of integrated marketing communication has shown the
determination of researchers to understand the whole concept of the IMC. The
understanding of the definitional and communicative concepts underlying the idea is an
aspect that should be regarded with the most significant concern. Marketing
researchers have also been researching how best the image can be applied to
marketing in the sense that marketing functions are completely integrated for useful
understanding (Kitchen, 2004). The other thing that has been of interest to marketing
researchers has been the understanding of the impact of integrated marketing
communication for firms. The effect is looked at from two angles by researchers. This
includes the impact that IMC has on both customers and marketers. According to
market researchers, this impact is dependent on the way in which IMC is applied by
marketers and the level of integration of marketing functions. Integrated marketing
communication is a strategic process for managing marketing. It pays a lot of attention
to what is referred to as content in marketing (Pickton and Broderick, 2005). Content
means the messages that are carried in an individual sub-process of the more extensive
marketing process within an organization. These sub-processes have to be
appropriately linked to bring efficiency to the entire process of marketing. Integrating
these communicative processes has been found to be effective in enhancing marketing
(Kliatchko, 2008).
Marketing is often dependent on diverse relationships that can be better understood
through the understanding of the role played by communication in sustaining marketing.
Touch is applied in modern marketing more in postmodern marketing than it was used
in marketing during ancient times. Integrated marketing communication is considered a
postmodern approach to marketing and brand management by firms. It is essential to
highlight the components of the IMC in an effort to open into the essence of this concept
to markers and customers. Marketing is made up of several definitional concepts. The
first concept of IMC is brand focus. Branding is one of the main objectives of marketing.
Brands are built by an understanding of the products and services of the firm and are
portrayed in a number of things. Among them is the corporate identity of a firm, a firm’s
logo, branding style, and tagline, among others. The second aspect of the IMC is the
consumer experience (Kitchen, 2004).
Marketing focuses on attracting customers to a product or service of a firm. Therefore,
firms seek to engage in marketing processes that aim at ensuring that customers get to
understand and enjoy the work that they release to the market. Customer experience is
mostly attained through the design of products and the manner in which products are
packaged and delivered to customers. There is also a wide usage of communication
tools in IMC (Belch, 2009). The commonly used tools in this concept are online
communicative tools such as using social media. The other communicative tool that has
common usage in IMC is advertising using different modes.
Promotional tools form the other component of IMC. Promotional tools entail many
business communicative processes. These processes include personal selling,
customer relations management, trade promotions, public relations, as well as
corporate social responsibilities. Corporate culture should be on the forefront to
communicate and bring an understanding of brands. This can be achieved through the
communication of the vision, personality of the organization, and its capabilities, among
others. Integrated marketing communication is also made up of integration tools. The
primary basis of integration tools in IMC is information and communication technologies.
These include customer-tracking software that is used in tracking and monitoring the
behavior of customers, as well as monitoring marketing campaigns. Customer
relationship management, communicative software, and marketing automation are all
included in the integration tools of marketing (Shimp, 2012).
Understanding the origin and development of integrated
marketing communication
Kitchen (2004) noted that marketing is a process that makes full use of communication.
With the presence of many channels of communication, including the wide adoption and
usage of information and communication technologies in touch, marketing can either be
simplified or made complex. The diversity of communicative tools is argued to have
paved the way for the development of the IMC to facilitate the branding of products and
services of firms. For example, the internet has totally transformed the manner in which
business is conducted, including the way marketing is conducted. The IMC is a concept
that was developed in the early 1980s. This concept of marketing management
emerged because of three important things. These are the changing demands in the
marketplace, media and communication, and the changing behavior and demands
(Pickton and Broderick, 2005). It is important to note that all these factors relate to one
another as far as the application of the concept is concerned. Advances in information
and communication technology are argued to have set precedence for the emergence
of the idea. Consumer-centered marketing approaches could be developed quickly by
utilizing communication technologies. The relationship between customers and brands
is given much attention in the definition and a real sense of the concept (Cornelissen
and Lock, 2000).
Research in the field of integrated marketing communication has shown the
determination of researchers to understand the whole concept of the IMC. The
understanding of the definitional and communicative concepts underlying the idea is an
aspect that should be regarded with the most significant concern. Marketing
researchers have also been researching how best the image can be applied to
marketing in the sense that marketing functions are completely integrated for useful
understanding (Kitchen, 2004). The other thing that has been of interest to marketing
researchers has been the understanding of the impact of integrated marketing
communication for firms. The effect is looked at from two angles by researchers. This
includes the impact that IMC has on both customers and marketers. According to
market researchers, this impact is dependent on the way in which IMC is applied by
marketers and the level of integration of marketing functions. Integrated marketing
communication is a strategic process for managing marketing. It pays a lot of attention
to what is referred to as content in marketing (Pickton and Broderick, 2005). Content
means the messages that are carried in an individual sub-process of the more extensive
marketing process within an organization. These sub-processes have to be
appropriately linked to bring efficiency to the entire process of marketing. Integrating
these communicative processes has been found to be effective in enhancing marketing
(Kliatchko, 2008).
Marketing is often dependent on diverse relationships that can be better understood
through the understanding of the role played by communication in sustaining marketing.
Touch is applied in modern marketing more in postmodern marketing than it was used
in marketing during ancient times. Integrated marketing communication is considered a
postmodern approach to marketing and brand management by firms. It is essential to
highlight the components of the IMC in an effort to open into the essence of this concept
to markers and customers. Marketing is made up of several definitional concepts. The
first concept of IMC is brand focus. Branding is one of the main objectives of marketing.
Brands are built by an understanding of the products and services of the firm and are
portrayed in a number of things. Among them is the corporate identity of a firm, a firm’s
logo, branding style, and tagline, among others. The second aspect of the IMC is the
consumer experience (Kitchen, 2004).
Marketing focuses on attracting customers to a product or service of a firm. Therefore,
firms seek to engage in marketing processes that aim at ensuring that customers get to
understand and enjoy the work that they release to the market. Customer experience is
mostly attained through the design of products and the manner in which products are
packaged and delivered to customers. There is also a wide usage of communication
tools in IMC (Belch, 2009). The commonly used tools in this concept are online
communicative tools such as using social media. The other communicative tool that has
common usage in IMC is advertising using different modes.
Promotional tools form the other component of IMC. Promotional tools entail many
business communicative processes. These processes include personal selling,
customer relations management, trade promotions, public relations, as well as
corporate social responsibilities. Corporate culture should be on the forefront to
communicate and bring an understanding of brands. This can be achieved through the
communication of the vision, personality of the organization, and its capabilities, among
others. Integrated marketing communication is also made up of integration tools. The
primary basis of integration tools in IMC is information and communication technologies.
These include customer-tracking software that is used in tracking and monitoring the
behavior of customers, as well as monitoring marketing campaigns. Customer
relationship management, communicative software, and marketing automation are all
included in the integration tools of marketing (Shimp, 2012).
It becomes easier to assemble the different opinions in order to achieve brand
satisfaction. Many firms have achieved positive brand outcomes. These firms have
been able to capture the IMC in totality within this technological era, where many
channels of communication exist. With the aid of communication technologies,
customers have become more proactive in the determination of the nature of products
that reach them. They are no longer passive as was in the old forms of marketing. In the
past, customers had limited channels of raising their opinions on products and could not
determine brands. The more new consumers gain access to new forms of
communication, the higher the impact they will continue to have on the integration
process in integrated marketing communication. At this point, it can be noted that
consumer influence on integration is proving to be positive for most firms that are using
IMC (Swain, 2004).
Benefits of integrated marketing communication to firms
Integrated marketing communication aims at developing the best means through which
the needs of customers can be addressed by firms in an effective manner (Shimp,
2012). As mentioned earlier in this paper, integrated marketing communication is a
process that starts with the marketer and ends with the consumers. It has emerged as a
vital concept in marketing as it guides better development and the subsequent
implementation of communications in marketing. Integrating the marketing
communication processes of an organization is beneficial to both the marketers and the
customers.
Distinct marketing communicating functions can be merged appropriately to facilitate
corporate brands to be understood from a single angle by the consumers. Marketing
efficiency is improved through integrated marketing communication hence helping in
bettering the understanding of the brands. Therefore, dialogues and the relationship
between consumers and brands are enhanced, thus assisting the firms to benefit from
the market. All types of marketing communication are planned and executive using IMC.
Unison and connectedness are easy to achieve when firms employ integrated
marketing communication. The overall benefit of IMC for firms that have employed this
management concept in marketing is the rise in the competitive advantage of firms.
Competitive advantage is attained through increased understanding of firms leading to
increased sales of brands (Ul-Rehman and Ibrahim, 2011).
Pickton and Broderick (2005) observed that IMC seeks to eliminate weaknesses that
are portrayed in individual marketing communicative functions. By integrating these
functions, the liability that may be inherent in any of the marketing functions is dissolved
in the strengths of the other communicative functions. Integration increases the power
of each of the marketing functions, thus improving the marketing exercise ultimately
(Keller, 2003). IMC increases brand equity because the perception of customers
regarding the product or service being marketed is easily attained.
Consumers can predict with precision the brands that will be produced by a firm,
thereby promoting trust amongst the consumers of the brands from a given firm.
Integrated marketing communication encourages dialogue amongst the consumers, as
well as dialogue between consumers and the firm. It is easy to build a long-term
relationship with customers using integrated marketing communication because
customers develop a deeper understanding of the brands of a firm. Markets make use
of collaborative communicative practices to link customers to brands (Mihart, 2012).
Integrated marketing communication in business firms – the
problem of implementation
Despite its relevance in modern marketing, the prevailing regulatory environment
challenges the IMC. There exist problems in merging all the traditional communicative
functions entailed in marketing. These are public relations, as well as advertising. These
factors are essential in building the corporate image of an organization that is portrayed
to incorporate messages. Corporates messages are often accorded legal protection as
they express the commercial interests of a firm. Therefore, the customers are not wholly
left to interpret the corporate messaged or corporate functions even if they are
integrated through IMC (Pelsmacker, Geuens & Bergh, 2006). Firms will often strive to
separate these messages or explain them. This is quite common even when the firms
have been fully integrated with other marketing functions for the interpretation and
understanding by customers. The marketers of firms interpret the corporate messages
to customers so that the letters can be understood from both the inset ad the outset of
an organization. Integration can thus be argued to be also influenced by marketers as
they identify and interpret some aspects of communication in the already integrated
processes (Fitzpatric, 2005).
Fill (1999) ascertained that IMC is inhibited by a number of factors, some of which are
generated from customers who are presumed to be the significant determinants of IMC
success. Customers may choose to jeopardize the use of integrated marketing
communication by holding certain stereotypes about brands. Withheld stereotypes can
be very damaging. This is significantly when they are extended to other marketing
functions because of integrating the stereotyped aspects with other components of
marketing. Useful integrations call for all members of marketing to carry an equal
measure or value. However, this can hardly be the case when customers have long
withheld perceptions on a number or any of the marketing functions of a given firm.
Integrated marketing communication may also be sabotaged from within the
organization. The poor linkage between the departments that are bestowed with the
responsibility of implementing IMC is one of the problems of implementing IMC. For a
firm to begin implementing IMC in a logical and consistent manner, there has to exist an
agreement amongst all departments involved people and departments. Inconsistencies
are likely to occur when managerial loopholes are prevailing in a firm (Pelsmacker,
Geuens & Bergh, 2006). Marketing managers may also fail to coordinate messages in
the integrated process in an efficient manner. This results in the dilution of the
effectiveness of the news that come out of the process of integrating marketing
functions. In such scenarios, consumers become more frustrated with the overall
strategy that leads to misinterpretation or poor coding of marketing in a firm (Kim, Han,
and Schultz, 2004).
The cost-effectiveness of the tools used in marketing communication tools that are used
in marketing does vary. Awareness is built through advertising that brings about
customer comprehension. The conviction of consumers is highly influenced by personal
selling, which is commonly practiced in marketing implementation. This is a delicate
stage in marketing communications (Fill, 1999).
Conclusion
Integrated marketing communication was developed in the 1980s. This is a concept that
seeks to put together the marketing functions to facilitate the branding exercise.
Integration reduces the fragmentation of marketing functions, which further eases the
creation of brand awareness for firms that have employed IMC. Although initiated by
marketers, customers play a big part in the integration process of the IMC. This is due
to the wide adoption of different tools of communication by customers helping them to
access firms and influence the process of marketing integration.
Reference List
