IntroductionIntegrated Marketing Communications(IMC) was first used in 1989. Since, marketing communications was not onlyabout advertising. American Association of Advertising Associations defined “anapproach to achieving the objectives of a marketing campaign through awell-coordinated use of different promotional methods that are intended toreinforce each other.” The importance of other mediums which are advertising,PR, sales promotion and direct marketing for communicating with target customer.
IMC plays a major role in theprocess of developing, building and sustaining brands. IMC plays a role in allB2B interactions, marketing channel communications, customer-focusedcommunications and internally directed communications. Building a brand is agradual process and does not happen overnight. It is a combined effect of a lotof marketing activities which work in synergy towards a common goal. Here comesthe role of IMC. The whole idea of conveying a message strongly, effectively andmost importantly uniformly across mediums is complex and hence needs to be donewith utmost care, fair amount of research and planning.
In today’s world of globalizationwhere there is cut throat competition in any business, advertising andpromotion is playing an added advantage to give a slight edge over thecompetitors. Nearly everyone is bombarded and influenced by some form ofcommunication and promotional activities, hence, social and consumer media hasplayed a very vital role in changing how communication used to be done 5 yearsago and now.IndianContext:Currently, India is one of thefavourite markets around the world. Its popularity is increasing due the factthat the disposable income of the middle class is increasing.
The population isgetting more tech-savvy and informed. However, the issue is that the customersin India are fragmented in nature. And with the frequent changes in the largegeographical area, it has resulted in a rather problematic distribution system.Plus the cultural diversity makes it even more difficult to market the goods.Being a protected economy for a long period of time, companies had lesscompletion and did not focus more in integrated communication channels formarketing.After MNCs came to India, themarketing concepts have changed. The marketing strategies have improved afterlooking at the competition in hindsight. It has become more systematic.
Todaybusiness are spending money not only on products but on understanding whatexactly the consumer expectation and needs are and coming up with campaigns tosatisfy those pain points. After this, the biggest importance of IMC is tounderstand how to create and distribute the advertisements so that they reachthe right audience at the right time and right place. Companies are looking ata ‘GLOCAL’ concept to examine the demographics, cultural and social factors ofthe Indian population.
Organizations whether be it private or public have understoodhow critical it is to communicate with your target customer effectively andefficiently to be sustainable. Not only multinational organization but alsoSME’s are getting benefited from Social media marketing. As the investment islow and end result is more profitable. IMC is undergoing drastic change and themost important role to play is Social Media. Technological advancement in thefield of telecommunication has also added to this rapid change and the way themarketer convey message to the end consumer. Hence, we are witnessing the mostdynamic and revolutionary changes in the history of advertisements andpromotion.
Impact & GrowthThe impact of television in ourlife has been immense and very direct. The growth of Television has beenexponential and changed a lot over past two decades. The magnitude of its reachin today’s time is huge, 168.94 million as of 2016 to beexact. Today it’s hard to imagine aworld without TV even though we have smartphones and tables rising up the chartsbut from the point of view media or IMC that is only an add on. One model used in IMCis the AIDA Model:Here, the model statesthat the need for any product/service can be aroused in a customer with thehelp of following these four steps:ATTENTION:Gain attention of the customer by the help of promotional activities likeadvertisements, social media, setting campaigns so that customer can beattracted towards viewership of your brand.
INTEREST:Develop interest after gaining attention by highlighting the key advantages ofthe product and why there is a need for them. Detailed information about theproduct’s features, performance, unique selling points and several other thingscan be mentioned to gather customer’s interestDESIRE:After driving their interest, create a desire to let the customers feel thatthere is a need for the product and why this product is the most suited productfor them.ACTION:Transfer their desire into action by converting it into buying or purchase ofthe product. The customer must experience the product and engage in repeatpurchase and positive word of mouth by suggesting it to friends, relatives etc.which would help in generating more sales.
The after sales service also plays amajor role in repeat buying or brand loyalty, post purchase service by thecompany generates a positive impact on to the minds of the customer and word ofmouth too.