Benefits and Challenges of Integrated Marketing By Instructor Date Introduction Integrated marketing communications is a method for attracting and retaining customer relations that will help an organization maintain a competitive advantage through communication methods…
Various methods of communication such as billboard advertising and radio advertising and messages are linked together in a systematic and integrated manner. All promotional tools are harmonized together in the advertising chosen by a particular company. (Fill, 2009, p.5). Promotion tools include methods of advertising, personal selling, customer care relations, database marketing, consumer and sales promotional, sponsorship and public relations. These promotional tools aim at making the consumers aware of the products that the company is offering in the market and the benefits of using these products. Basic components of integrated marketing include foundation, advertising means, promotional means, and integration methods and foundation is laid on the objectives of brand management and corporate image (Schultz, Tannenbaum, & Lauterborn, 1992, p 61). It is important for the organization to put forward effective tools of promotion, which help the organization design messages that will promote organization products in the media such as offers, gifts and personal selling messages in the radios, television and print media (Pickton & Broderick, 2005, p 48). Benefits of Using Integrated Marketing Communication According to Smith and Taylor (2004, p 85), Customers act in a specialized manner when they only buy things that they require. When the organization gets to know what customer wants through direct selling the organization will increase production on these particular goods and reduce wastage of resources. The customers’ needs and wants better gets to be well known by organization creating image awareness (Schultz and Schult 2004, p 36). Organizations are able to create a better customer satisfaction and protection by creating a customer database that they will use in their research and analysis (Fill, 2009, p.8). Databases are important in helping Organizations to create strategies that lead to increased sales. Apple Inc. for instance, has a well-developed database within which it lists all its products and their prices hence ensure high quality products and services. Ludi and Bird (2005, p.63) asserts that marketing communication helps organizations to attain competitive advantage over its competitors. When an organization gets to know the customer needs and wants it will be in a better position to create messages that will attract and retain customers. Advantages of the organization gaining a competitive advantage over its competitors are that the organization will experience increased sales, which will in turn increase profits (Hackley 2010, p. 25). Integrated marketing communication will enable organizations to choose a media that will help save organizations management time, stress as well as money. The media chosen will also save money and time for the customer (Hobson 2008, 42). In this regards, many organizations will prefer commercial adverts than any other since they are very economical. Coca Cola Company uses so much of commercial adverts to reach to its customers. Wal-Mart as well advertises its goods and products through various media but prefers commercial TV adverts as they give a better picture. Organisations gain competitive advantage by creating value in their products and the image of the company as well as producing low costs goods due to the reduced costs of production especially the advertising costs. In most cases, the advertising c ...
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The twenty first century marketing trends present a number of challenges to marketers. There are notable transitions in customer behavior, as a market trend, besides several others as the development and the emergence of nontraditional media (Edwina & Jennifer, 2009, p.315).
Today’s business environment is highly dynamic as products offerings of most of the companies in a particular industry are similar in design, price, features, performance and core benefits, and therefore it is highly important for a marketer to differentiate them through benefits augmentation to attract targeted customers.
The global production levels of pulp based production increased by a margin of seven percent in the year 2010. This was mainly on the backdrop of increased demand of wood based products from the different segments. The total production of chemical based pulp was recorded at an impressive 45 million tons which represents a significant rise from its figures in the previous years.
Marketing communication has been in existence for long and it involved using a single marketing tool at any particular time to reach prospective buyers. Most firms enlisted the services of marketing agencies that specialized in one kind of communication such as advertising or personal selling.
According to the report Royal Caribbean Cruises Ltd are currently ranked second in the cruise industry, and this is a position they would like to improve on by expanding their services into the European market, where travellers have not been deterred by the threat of terrorist attacks. Royal Caribbean Cruises Ltd is also looking to increase its home market in the US.
Therefore, more and more companies today resort to differentiated marketing through highly focused segmentation and targeting strategies.
Having identified the segments of the markets which the company can effectively serve, given the
MC looks to counter the strategies and tactics which will be employed in the wake of the ever changing market scenarios and conditions whereas the IMC looks to present the message of the MC through a synchronized and harmonious way. Therefore it would be correct to suggest that
In general, IMC combines both the traditional and non-traditional marketing modes. The collaboration is done with modern promotional means which reinforces the marketing channels. In the modern market, numerous IMC
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