Purpose and Value of Integrated Marketing
Purpose and Value of Integrated Marketing
MKT/498
July 20.2015
Purpose and Value of Integrated Marketing
The fundamental basis of marketing is to create awareness of a certain product or service. The ability to communicate to potential and existing customers is the basis of marketing’s intentions. Integrated marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts (Introduction to Integrated Marketing Communications, 2014). The goal of an integrated marketing system is to be able to have a strong presence and positive impact on consumers, businesses, and other end users (Clow & Baack, 2007). Techniques such as one to one marketing, mass marketing, and direct marketing are all marketing strategies used to boost the effectiveness of a marketing plan. These in conjunction with data mining allow companies to create marketing strategies that can be used in product development, customer service, pricing, and distribution.
Currently the business marketing environment is surrounded by trends that are continually changing. These changes made marketing’s evolution to the integrated approach inevitable. For every business, integrated marketing is a necessity in order to keep up with the ever changing marketing mediums such as the internet, print, social media, radio, and TV. Therefore, Integrated Marketing Communication (IMC) is the encompassing of all marketing tools, avenues, and sources within an organization into one program at a minimal cost that will shape the way customers buy (Clow & Baack, 2007). This trend has enabled companies and their brands to gain considerable market share within their industry and return high profits. This reason alone makes integrated marketing an asset to any company. By narrowing the gap between companies and their consumers and meeting customers wherever they are, IMC can deliver on the dollars spent and show a large return on investment. IMC can also be helpful in
MKT/498
July 20.2015
Purpose and Value of Integrated Marketing
The fundamental basis of marketing is to create awareness of a certain product or service. The ability to communicate to potential and existing customers is the basis of marketing’s intentions. Integrated marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts (Introduction to Integrated Marketing Communications, 2014). The goal of an integrated marketing system is to be able to have a strong presence and positive impact on consumers, businesses, and other end users (Clow & Baack, 2007). Techniques such as one to one marketing, mass marketing, and direct marketing are all marketing strategies used to boost the effectiveness of a marketing plan. These in conjunction with data mining allow companies to create marketing strategies that can be used in product development, customer service, pricing, and distribution.
Currently the business marketing environment is surrounded by trends that are continually changing. These changes made marketing’s evolution to the integrated approach inevitable. For every business, integrated marketing is a necessity in order to keep up with the ever changing marketing mediums such as the internet, print, social media, radio, and TV. Therefore, Integrated Marketing Communication (IMC) is the encompassing of all marketing tools, avenues, and sources within an organization into one program at a minimal cost that will shape the way customers buy (Clow & Baack, 2007). This trend has enabled companies and their brands to gain considerable market share within their industry and return high profits. This reason alone makes integrated marketing an asset to any company. By narrowing the gap between companies and their consumers and meeting customers wherever they are, IMC can deliver on the dollars spent and show a large return on investment. IMC can also be helpful in
References: Clow, K. & Baack, D. 2007. Integrated Advertising, Promotion and Marketing Communications. 3rd ed. Upper Saddle River, NJ: Pearson Prentice Hall. Introduction to Integrated Marketing Communications. (2014). Retrieved from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/introduction-to-integrated-marketing-communications-81/introduction-to-integrated-marketing-communications-403-4061/