Today the market place is flooded with a complex set of competitors battling for the customers in a rapidly changing environment. Small businesses, internet-based organisations, and global conglomerates that have expanded through mergers and acquisitions are all part of worldwide marketing environment.
All these organisations have a wide variety of media available. The companies should use these wide variety of media to be heard in a clear fashion. The major objective is that the customers must understand the essence of a business and the benefits of the firms goods and services. But this is a challenging task in the face of the cluttered and sophisticated market conditions.
The three major trends that have emerged and are affecting marketing communications are:
agencies are expected to produce tangible results. Company leaders who hire
advertising agencies cannot spend unlimited dollars on the marketing program.
The push for accountability comes from CEOs, CFOs and boards of directors who
seek visible, measurable results from marketing expenditures.
- Accountability of measurable results -
2. Changes in tasks performed by key players in advertising programs
Communication and IMC Programs
|The communication process|
An effective integrated marketing communications program integrates numerous marketing activities into a single package in order to effectively reach target market and other audiences.
A complete IMC plan incorporates every element of the marketing mix: products, price, distribution methods , and promotions.
|The components of promotion|
An Integrated Marketing Communications Plan
Integrated marketing is based on a strategic marketing plan . The plan coordinates efforts in all components of the marketing mix. The purpose is to achieve harmony in the messages sent to customers and others. The same plan integrates all promotional efforts to keep the company's total communications program in sync.
The following are the steps required to complete a marketing plan:
- Situation analysis
- Marketing objectives
- Marketing budget
- Marketing strategies
- Marketing tactics
- Evaluation of performance
- Identify, coordinate, and manage all forms of marketing communication
- Analyze customer contact points
- Use information technology to better serve customers
- Use information technology to assist corporate strategic planning
The several trends linked to the increasing importance of integrated advertising and marketing communications program are:
- Development of information technology
- Changes in channel power
- Increase in competition
- Brand Parity
- Integration of Information by consumers
- Decline in effectiveness of television advertising
|Increase in competition|