| The progression of marketing -- moving beyond | | | | step. |
| traditional to include interactive, consumer | | | | |
| driven, social marketing has spread like | | | | Integrated Marketing At Work |
| Ebola. It's often referred to as Integrated | | | | |
| Marketing Communications (IMC). IMC is | | | | Nike is a great example of a company that has |
| ushering in a new era in which marketers | | | | fully embraced the concept of integrated |
| blend communication messages across all | | | | marketing. Their integrated approach includes |
| available media channels into a continuous | | | | traditional advertising (billboard, magazine, |
| brand experience. As part of a successful | | | | and television); sponsoring sporting events |
| integrated marketing strategy, IMC integrates | | | | and players such as the Superbowl and Tiger |
| public relations, advertising, online, social | | | | Woods; and engaging in online marketing |
| media, etc; and other communications elements | | | | initiatives by allowing consumers to |
| into one cohesive entity all sharing the same | | | | customize their Nike shoes. They also spend a |
| message. | | | | great deal of money in search marketing. |
| | | | Nike's approach allows them to communicate |
| Many organizations today are now embracing | | | | their message consistently across all media |
| this concept of IMC. Instead of dividing | | | | outlets; and at the same time share that |
| marketing communications into separate groups | | | | message at every customer touch point; that |
| that rarely communicate; organizations are | | | | is, use Nike products and you will increase |
| now integrating all marketing disciplines | | | | your performance regardless of what sport you |
| under one umbrella; thus, making every | | | | are involved in. |
| communication consistent with one message, | | | | |
| sharing the same strategy. This also allows | | | | Another example is HP's "The Computer is |
| marketers to execute marketing campaigns more | | | | Personal Again" campaign. They utilized many |
| efficiently without having to jump through | | | | forms of media with great consistency, and |
| hoops to get approvals for creative, content, | | | | capitalized on each of the media's individual |
| messaging, etc. | | | | strengths. Television shared real-life |
| | | | stories, print detailed many of the same |
| The key to effective integration is the | | | | stories and online extended each into a |
| cohesiveness between various marketing | | | | positive experience with which the customer |
| messages, and the understanding that | | | | could interact with HP. The campaign also |
| marketing is fundamentally a conversation | | | | used paid search to capture queries about HP |
| between a company and its prospective | | | | products and services. |
| customer. It is not one specific marketing | | | | |
| campaign or press release; rather, how the | | | | Conclusion |
| blending and execution of such disciplines | | | | |
| convey a message synergistically, and at | | | | The adoption of integrated marketing is |
| every possible customer touch point. | | | | essential in today's market place. As |
| | | | consumers, we are bombarded with thousands of |
| IMC includes the various tools such as | | | | messages from thousands of different |
| advertising, public relations, personal | | | | advertisers each day. It has become natural |
| selling, sales promotion, direct & database | | | | for us to filter out these messages that |
| marketing, sponsorship, event marketing, | | | | don't appeal to a particular need or |
| social media marketing, and online marketing | | | | interest. On the other hand, as marketers, we |
| (search, banner advertising, affiliate, | | | | need ensure that we are doing everything we |
| etc.). Since the purpose of marketing is to | | | | possible can to reach these consumers at a |
| generate revenue, increase market share, | | | | time when they are interested in our value |
| drive preference to purchase, and/or build | | | | proposition. This means that our message has |
| brand awareness, marketers need to find ways | | | | to be where the consumers are looking all the |
| to do this effectively; and embracing an | | | | time. |
| integrated marketing strategy is the first | | | | |