Integrated Marketing Communication Business Optimization

Question: Describe about the Integrated Marketing Communication for Business Optimization. Answer: Introduction IMC or the Integrated Marketing Communication is a type of marketing strategy which can also be said as modern as well as traditional, and which works for the optimization of the communication or the linking of the messages in the business market. Also, the integrated marketing communication is used for the promotion of the tools needed for the communication in the market. The IMC concept was very simple and it very prevalently used in the Australian market. It was previously focussing upon the product, price, place and promotion which eventually slow down the business, which led to the research for the change and this change was from the product, price, place and promotion to consumer, communication, convenience and cost. This change made the integrated marketing communication system to be more customer-focused and customer-centric. This change made the companies favourable to make the priority of customer satisfaction. Integrated marketing communication has some specific approaches for the better functioning or the transfer and the maintenance of the communications and linkage in the business market. Those are inside- out approach, outside-in approach and cross- functional strategic approach. Integrated Marketing Communication Model The IMC or the Integrated Marketing Communication is strategic planning of the company to make its voice of the company which will be helpful in building an effective relationship with the consumer. So in order to focus into this particular communication this is dependent upon various factors such as total information regarding the product and the position of the market. Due to this many researchers have made and developed many models which very well describe the IMC. The important model was the Linear Communication Model formulated by the American Association of Advertising Agencies in the year of 1989, which keeps information of the company in a linear manner, i.e., of five elements, the information source, transmitter, channel, receiver, and consignee. Another model was there called Jakobsons model which keeps the focus on six elements, i.e., context, addresser, addressee, contact, common code and message. After these models, many more researchers have proposed their developments with their point of view (Schultz, Patti Kitchen, 2013). Some researchers have proposed the model which is CRM database driven which has an important program which will help in creating and distributing a customized and interactive IMC program. By further research one, more communication model has been developed which is dedicated towards the series of factors that are having its effects on IMC (Thorson Moore, 2013). Basically, it is a holistic model which gives idea basing upon the sociological variables, external stimuli and finally the integrated marketing communication. In this phase, the sociological variables include the family, social class, culture, sub culture and membership groups. Same way, the external stimuli that affect the integrated marketing communication includes the market and company condition such as the price, packaging and the quality of the product, a brand of the product, the emotional values and the attributes of the product. And finally the integrated ma rketing communication of a company which gives an idea about the messages and the communication process used for the communication of the company with the consumers (Yeshin, 2012). These ways of communication usually includes the processes of advertisements through the medias, promotion of the sales of the product, by direct marketing of the product or establishing a qualitative and quantitative relationship with the consumers which are usually done by the sales representatives and finally one important part involved is the online marketing which is having a very great importance in todays market (Blakeman, 2014). Figure 1: IMC Model Source: (Belch et al., 2009) As per Belch, The sociological variables include the family, reference groups, the social class, culture, subculture and the membership groups which are generally the factors that have very important part behaviour of the consumer (Belch et al., 2009). The external stimuli are always very important to be studied before the implementation of the model as it gives the idea about the price, brand, quality and many more reviews about the product of the company. And finally, the integrated marketing communication keeps focus on the actual behaviour of the consumer (Shimp Andrews, 2012). Benefits of the IMC The integrated marketing communication is an important tool used in the marketing strategy which is used in the linkage for the communication in the market. Even if it requires a massive amount of effort but also are a good amount of benefits also. IMC helps in strengthening the relationship with the customers by having a good and clear and transparent communication with them about the buying process. Through a clear and transparent communication, it creates an impact in the customer mind which increases the profit of the company. The IMC helps the buyer in getting the messages that are more consistent which reduce the risk of mind change of the buyer. IMC covers not only communication; it also covers the consistent images and the valuable messages which create a long-lasting relationship with the customers. With such consistent database, IMC reduces the chances of duplication by its whole strategic planning. Conclusion The integrated marketing system is a collective strategic planning system which helps in the communication in the business market of Australia. Also, all the research had shown that over the time the IMC is going on getting its up gradation with the increase in the globalization of the Australian market (Percy, 2014). According to the market position the demand of IMC is changing and its elements are also increasing in a broader aspect. Therefore it is evident that the integrated marketing communication is always helpful in focussing towards the new communication in the market with respect to the consumers or the clients and helps in maintaining their behaviour. References Belch, G., Belch, M., Kerr, G. and Powell, I., (2009). Advertising and IMC. Blakeman, R. (2014).Integrated marketing communication: creative strategy from idea to implementation. Rowman Littlefield. Percy, L. (2014).Strategic integrated marketing communications. Routledge. Shimp, T. A., Andrews, J. C. (2012).Advertising promotion and other aspects of integrated marketing communications. Cengage Learning. Schultz, D., Patti, C. H., Kitchen, P. J. (2013).The evolution of integrated marketing communications: The customer-driven marketplace. Routledge. Thorson, E., Moore, J. (2013).Integrated communication: Synergy of persuasive voices. Psychology Press. Yeshin, T. (2012).Integrated marketing communications. Routledge.