By: Alex Zahlaway
This article covers topics discussed in chapter 12 of the textbook in relation to Integrated Marketing Communications (IMC). “Integrated marketing communications (IMC) is the strategic approach companies use to communicate to their target customers.” Everyday marketers have to adapt and discover new ways to reach their customers, which can be done through an effective use of the “promotional mix”. By doing so marketers can facilitate brand awareness growth, increase online traffic, and promote a positive brand image.
One way to effectively communicate with customers is by implementing Public Relations into your marketing approach. Everyone loves for their company to have a positive public image and as we’ve seen in the past, a negative image could possibly ruin a company. Along with PR, marketers must effectively use each element of the promotional mix in order to see the greatest return. This includes advertising, sales promotions, personal selling, direct marketing, and interactive marketing. In the past we have seen each of these elements operating separately and in different departments within a company with little communication between each other. Modern marketers must be able to incorporate all of these together in order to effectively manage resources and see the best possible brand growth.
Another shift in modern marketing is to actually move away from actively trying to “sell” your product. Specifically in an online environment, content has become the product in a way and providing interesting and relevant content to users can provide more brand growth. This content can spread around through media with relatively no effort and grow your brand while at the same time using minimal resources.
As we have heard earlier in class, marketers can have trouble convincing management of the effectiveness of campaigns. The main reason for this is because it is very hard to put a dollar value on the impact a marketing campaign might have on sales. Since it may be difficult to see an effect on the bottom line, modern marketers may have limited resources and must use them as effectively as possible. This is where it is crucial to analyze the promotional mix and allocate resources accordingly in order to avoid wasting time/money on certain strategies that may not reach your customers.
Overall, marketers must decide on an approach to use for a marketing campaign, which requires consideration of resources, time, target customers, and the promotional mix. Every organization is different so it is important to analyze each in order to determine the best marketing strategy that will allow you to communicate with customers while growing your brand.