The problem :
How can companies create an integrated marketing communication system?
Categorisation of brainstorming
Channels: Consistent messaging, PR, SP, event sponsorship, communications tools combination, advertising media, out sourcing.
The idea behind this category was that all channels of communication would communicate a unanimous company image.
Team Work: Intra-company communication, integrated elements, how SP PR and Advertising interact, involvement of personnel, brand managers, common goals, coordination.
The idea behind this was that the company would communicate very well between departments in order to fully understand what they are supposed to be communicating to the public.
Brand Image: corporate values, memorability, target audience, transparency, positioning.
This section of brainstorming was about creating a brand image, through communication and social involvement tools.
Learning Objectives :
- What is IMC about and how does it work in practice? Name a few examples.
- Who is in charge of, what do you coordinate in IMC and how ?
- How can a company synchronize communication tools to give a consistent message?
- What are common mistakes in IMC ? Give a few examples.
Keywords :
Sales Promotion – Press Relation – Integrated marketing communication – Advertising – Communication tools – Integrated elements – Common goal – Publicity
What is IMC about and how does it work in practice?
The Integrated Marketing Communication ( IMC) , what is it exactly?
« The IMC is a business process oriented strategic pay plan, develop, and executor rate in time of coordinate communication strategies Brand , measurable and persuasive Near consumers, customers, prospects and any other internal and external target . » So this is what Don Edward Schultz, marketing theorist , Sets in his book : The New Paradigm Marketing : Integrated Marketing Communications .
The 4 Pillars of Integrated Marketing Communication
- A vision focused on customer knowledge
Although this is a fundamental point of classical marketing, CMI emphasizes knowledge of the client, thorough and detailed manner. Looking in particular behaviors, that is to say, the « how »: how the consumer uses the product or service beyond the traditional segmentation criteria (CSP, age, sex, …). Social media is also an unrivaled source for analyzing consumer behavior, thanks to promises of Big Data.
2. A brand platform
The definition of a global brand theme is the second pillar of the IJC: ensuring brand consistency for all ages and on all points of contact. Values, missions, promise, positioning, … In short, define the brand DNA and bring in all its dimensions (web, merchandising, commercial architecture, packaging, social media …). In short, a unified view of the enterprise: « one look, one voice. »
3. Measurement tools (Return On Investment)
The IMC recommends a performance culture based on the return on investment of the shares. If this reminder may seem obvious, in reality, measuring ROI is often overlooked or insufficient. Hence the need for reliable and accurate measurement tools in connection with this deep understanding of the customer and the goals. But it is especially on the new synergy of the resources deployed, conventional and digital media, Communication and Marketing actions based effectiveness of the IJC.
4. A new organization
Since the IJC involves common objectives Marketing and Communication, it also presupposes a common structure. Conventional functional silos penalize the performance of the company, including a possible lack of strategic coherence between the Communication and Marketing. Their actions are now organized, commonly, in project mode. These coordinate messages and develop synergies. A unified organization Marketing / Communication is the best way to control, optimize and return on investment. And more beyond the coordination of actions the IJC to create a real dynamic « multi-channel ».
Example : Coca-Cola
The Coca-Cola company has started an IMC campaign in 2006, with the new brand platform “Taste the Coke side of life”. Coca-Cola had to rethink its whole organization in communications department (from a vertical and unilateral communication to a dialogue with customers).
This is the ingenious advertising of coca-cola and sponsorship with James Bond, to promote the Coca-Cola Zero.
Who is in charge of, what do you coordinate in IMC and how?
Every person in charge of communication or marketing need to work for the IMC. It means a really good coordination between each division and each communication ways like tv, social network etc..
How can a company synchronize communication tools/channels to give a consistent message?
IMC Tools :
The IMC mix
A company can synchronize communication channels by the IMC mix. This depends on not only on the market & the product but also on the objectives. In IMC mix there are the three types of mass media: TV advertising, Print media, and banners advertisement. The various elements that are included in the IMC mix must work together to deliver a consistent and persuasive message to the target audience.
What are common mistakes in IMC? Give a few examples.
The IMC require careful preparation. That why Data is really important to help a message to be receives by the correct customer. A good marketer needs to identified the correct channels to promote messages.
The 5 common mistakes in integrated marketing communication are :
1. Don’t Ignore the Power of Postal
Even if Email may seem like the simplest and most cost-effective way to reach customers. The postal way has less chance to miss the majority of the target profiles. « A well-crafted, personalized postal piece, including brochures, catalogs or flyers, could potentially deliver greater results than an email. Physical mail demands attention, and marketers shouldn’t declare it dead just yet. » according to D. Patrick.
2. Be Aware of What Generates Your Online Results
The good knowing of online results can help to improve communication campaign. Online analytics tools allow marketer to understand the target market and opportunities. That why , « tracking how users arrived at your site can indicate the success of your SEO or SEM efforts and drastically improve the outcome of a campaign. »
3. Poor Data Hygiene
Update Data is really important because without actualization the data living and you lost the consumer. « It is constantly changing as consumers live out their lives. » So that why its primordial to keep databases really clear and actual.
In this work you save cost but as well a amount of time for the team by reaching only relevant contacts.
4. Inefficient (or Nonexistent) Use of Modeling
The most effective way to target the right prospects for products is modeling. Nowadays, lot of companies escape of modeling because of the cost. But they forget that each non-fail can be considered as a return on investment.
Bibliography:
http://smallbusiness.chron.com/examples-integrated-marketing-strategies-3226.html
http://softdrinkcolawar.blogspot.fi/2012/12/coca-cola-intergrated-marketing.html
http://smallbusiness.chron.com/brand-strategy-integrated-marketing-communication-64368.html
https://en.wikipedia.org/wiki/Integrated_marketing_communications
http://www.communication-web.net/2013/12/10/communication-marketing-integree-organisation-digital/
http://www.mastercmi.dauphine.fr/fr/le-master/quest-ce-que-la-cmi.html
Charmaine's notes 
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