IMC is aboutbridging the gap between marketing and branding. IMC is defined as “the organization,planning, and monitoring of marketing components and data to control andinfluence brand information, associations, and experiences”.
Introduction:With today’sculture of changing fads and instant gratification, cut throat completion andever changing markets it is important for organizations to stand out from therest and create a picture of their brand in the customers mind. Increase incompletion, technology use and better informed customers, it is necessary thatbusinesses should make an impact on the target audience.Many businessesare unable to integrate their marketing efforts to leave a lasting impact onthe customer.
Many a times their efforts keep the customers guessing about thebrand. Thus, Integrated Marketing Communications is an important step to createa better awareness of the brand in the consumers mind set. It can be used as animportant tool to synchronize all the marketing efforts into a singledirection. IMC includesthe following:1) Print2) Broadcast3) Interactive4) DirectResponse5) Outdoor6) StrategicPlanning7) MediaPlanning8) BrandPartnerships. Building brand Integrity: Due totechnological advancement today each company has numerous resources which itcan use to communicate with the consumers. IMC helps to bring together thesemediums and help the firms to use these channels to its fullest. It includesevents, sponsorships, promotions and advertising.
Your brand value is made fromthe total of all the channels that the consumers come across. Coming in contactwith the communication which tells about the company again and again helps toincrease the brand’s integrity and it helps to establish the brand in the mindsof the consumers. IMC is Customer-Centric:IMC isimportant to both B2B and B2C. It helps to keep and maintain good relationshipswith the consumers. This is important because today each consumer wants to havean interaction with the brand before, during and after a purchase. IMC helpsthe brands to improve their services by taking regular feedback from theconsumers. IMC forms the most important link between the firm and thecustomers.
Conclusion: Due to thegrowing competition and advancement in technology it is necessary or almostvital to use the communication channels to its fullest. The more visible yourbrand is in the public more the chances of higher brand value. Hence IMC becomesan integral part of the company strategy because it makes your brand great andhelps people to associate.