Utilization Of Integrated Marketing Communications By Marie Stopes International Australia And Australian Red Cross Organizations

Digital media

How IMC has been utilized by Marie stopes international Australia and Australian Red Cross organizations.

This is a simple concept which ensures all the communications and messages are linked together in a careful manner. This is where all the promotional tools are well integrated so as to ensure they work together in a harmonious way (Kliatchko, 2009). Promotion being one of the p’s in the marketing mix has its own communication tools in a good mix. The above named organizations have had tremendous success in their activities due to the adequate utilization of IMC strategies

Reference

Kliatchko, J. (2009). IMC 20 years after: A second look at IMC definitions, International Journal of Integrated Marketing Communications, 1(2):7-12.

This is a form of marketing communication strategy where people in business use digital devices to do business. These devices can be used to communicate with clients, advertise their services and products and also do purchasing services (Wymbs, 2011). This technique is used by both business people and customers. Customers use digital media to get in touch with the service provider, to order for goods and services as well as it are the best platform to check out various products available in the market (Wang, 2007).  Due to digital media people are able to store and also make use of marketing data in many digital formats available. This data is used to target useful customers in a way that is well organized and in a manner that is result driven. Marketers are able to store and also make use of videos, audio, graphics, illustrations and any text content in relation to their own marketing style that is of convenient to them.

 It’s the digital marketing agency which channels everything to the locations that are desirable across the globe using a certain web. This platform enables marketers to greatly impact in the business world and also make better presentations of their ideas (Li, 2011). This technique attracts the target audience and also engages, entices and converts them. Most of the marketing that were previously done in a physical showroom are now going virtual for many business people all thanks to digital media marketing strategies. Right now it’s easier to target audience globally through the universe of web this is because once can still transact business at the comfort of their own homes and offices.

References

Li, L. (2011). Marketing of competence-based solutions to buyers in exploratory relationships:      perspective of OEM suppliers, Industrial Marketing Management,   doi:10.1016/j.indmarman.2010.11.001.

Communication

Wang, A. (2007). When web pages influence web usability: effects of online strategic       communication. International Journal of Strategic Communication, 1(2):93-106.

Wymbs, C. (2011), Digital Marketing: The Time for a New “Academic Major” has Arrived. Journal of Marketing Education, 33(1), 93-106.

Communication is a marketing tool which is used to in the development of brand awareness (Kerr, et al., 2008). In this case consumers are supposed to translate information on the products into different perceptions about its attributes as well as its position in the largest market. Marketing communication is also used by businesses to retain the current customer base of the product and also to ensure the customer and supplier relationships are well cemented. This strategy therefore defines the business plan for dissemination of product information and development of brand awareness. An effective marketing communication strategy needs to have more than one marketing components of communication. For instance advertisement is used to allow the business to have access to a large number of audience using the mass market or appeals that reach only target markets (Barker,2012).  

Product benefits are communicated through personal selling to customers especially in a retail set up. Any business owner is therefore supposed to utilize a communication strategy appropriate for the products they want to sell. Not all strategies work for all products and services. For example in a situation where a company sells a lot of higher end diamond jewelry compared to other products customers are likely to value a diamond’s ring cut and the clarity over the other variables. Therefore the business has to focus on the benefit that the customer is likely to get by the buying of that particular ring (Belch and Belch, 2012).  Any integrated marketing communication strategy therefore begins with focus on the customer. This ensures success in meeting the demands of a client.

References

Barker, R. (2012). Integrated Marketing Communication, In Integrated organisational       communication, (2nd Edition). In Angelopulo, G. C. and Barker, R. (Eds.). Cape Town: Juta.

Belch, G. E. and Belch, M. A. (2012). Advertising and Promotion: An Integrated Marketing          Communications Perspective. 6th ed. Boston: McGraw-Hill.

Kerr, G., Schultz, D., Patti, C. and Kim, I. (2008). An inside-out approach to integated marketing             communication: An international analysis, International Journal of Advertising,      27(4):511-548.

This is the critical study of groups, individuals and even organizations and the ways in which they use to secure, select, use and dispose some services, products, ideas and experiences so as to satisfy the needs and also impacts that such processes have on the society and consumers (Dinnie, et al., 2010).   Behavior can be either for a group or individuals or even organizations. Therefore consumer behavior is mainly the use as well as disposal for products and study how they are purchased. The use of products is of a lot of interest to any marketer and this influences how a product gets positioned or how they can increase its consumption (Angelopulo and Barker, 2013).  Many environmental problems result from product disposal and therefore it’s a great area of interest for consumers. Consumer behavior involves ideas, services and also tangible products.

Consumer behavior

The impact that the consumer behavior has on the society is of great relevance. For example the aggressive marketing of easy credits and high fat products is likely to have repercussions that are serious for both the economy and national health (Wang, 2007). Consumer behavior is applied in marketing strategy for better campaigning, in social marketing to get ideas across to consumers rather than just selling products and as a tool to make consumers better. For example common sense dictates that if one buys a 64 liquid ounce bottle of laundry detergent they should pay less for each ounce unlike if they buy two 32 ounce bottles. However practically, people pay a size premium by buying of larger quantities (Kerr, et al., 2008).

Angelopulo, G. C. and Barker, R. (Eds.) (2013). 2nd Edition. Integrated Organisational Communication. Cape Town: Juta.

Dinnie, K. Melewar, T.C. Seidenfuss, K. and Musa, G. (2010). Nation branding and integrated  marketing communcations: an ASEAN perspective, International Marketing Review, 27(4):388-403.

Kerr, G., Schultz, D., Patti, C. and Kim, I. (2008). An inside-out approach to integated marketing communication: An international analysis, International Journal of Advertising,27(4):511-548.

Wang, A. (2007). When web pages influence web usability: effects of online strategic communication. International Journal of Strategic Communication, 1(2):93-106.

Many people in business have been cited to exhibit some best and worst behaviors when advertising their businesses. Some people evoke notions of truth and honesty but others warn of the consequences of lying in business. There are some ethical dilemmas for those who produce adverts especially when it comes to communicating the truth about a product being marketed. In advertising just like in the rest of the world there are no clear  instances of either bad or good behaviors but there is a vast grey area which lies between these two extremes. This is an area where ethical decisions need to be made on a daily basis (Belch and Belch, 2012). When one claims that their product can do or achieve certain things and yet it cannot is referred to as deceptive advertisement. In the real advertisement world the issues are never that clearly demarcated for example its often deceptive to indicate that Big Macs and Whoppers have great taste and failing to say that too much of these can make consumers fat and raise cholesterol levels.

Such risks are not well indicated in the advert. Members of the public often expect the adverts to be truthful but in practice this has never been the case. Honest advertisement therefore requires companies to make close to fuller disclosures about any possible side effects that what most adverts for things like hamburgers do (Wymbs, 2011). Some adds are usually misleading this is because they often depart from literal facts and truths. It’s always important to observe ethics while coming up with product adverts.

Ethics and advertising

References

Belch, G. E. and Belch, M. A. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective. 6th ed. Boston: McGraw-Hill.

Wymbs, C. (2011), Digital Marketing: The Time for a New “Academic Major” has Arrived. Journal of Marketing Education, 33(1), 93-106.

For one to make use of IMC in an effective way during the marketing campaigns, then marketers have to go through some planning steps so as to have precise definition of what they need to achieve and with whom (Zahay, Mason and Schibrowsky, 2009).. When they have this information they can then be sure of identification of the right message as well as a mix for promotion in achieving goals. Some of the steps include determination of the target market which assists in determining the right digital market that needs to be used in advertisement. Not all digital medias are fit for any form of communication (Kliatchko, 2009). This understanding makes a big difference in one’s ability to design IMC programs so as to reach those they want.

There is also the need to determine the marketing campaign objectives once you have a defined audience and this explains what your business aims to achieve. A well laid down IMC program is able to accomplish more than one objective at a given time. This should be done in a way that no confusion is created for any audience that is of target (Schultz and Patti, 2009). The objectives are meant to explain the impact that the campaign activities are meant to have on the audience in target. The said objective should also ensure the outcomes and ultimate results are in line with the marketing strategies of the company and have the goals incorporated. Most of the objectives of any marketing campaigns are aimed at increasing of sales. The objectives should therefore be in line with the business plan.

References

Kliatchko, J. (2009). IMC 20 years after: A second look at IMC definitions, International  Journal of Integrated Marketing Communications, 1(2):7-12.

Schultz, D. E. and Patti, C. (2009). The evolution of IMC: IMC in a customer-driven marketplace, Journal of Marketing Communications, 15(2/3):75-84.

Zahay, D. Mason, C.H. and Schibrowsky, J.A. 2009. The present and future of IMC and database marketing, International Journal of Integrated Marketing Communications, 1(2):13-30.

One of the first steps in the sales process is the focus on any marketing communication strategy. When one gets to know their audience, craft their message and track results without any business strategy a lot of crisis is likely to occur. Therefore the strategy needs to be in place to ensure success of the business (Simmons, 2008). The better one knows their audience, the better they can appeal to the interests of both the business and clients. It’s good to know what the client needs by use of a research plan which assist them to fill any gaps relating to terms of purchase, demographics and any other insights relating to when, why and how people make purchases. Another strategy is to uncover the unique selling proposition which a benefit that needs to be communicated well so as to drive sales of their products and services (Li, 2011).

The brand look and feel has to be sharpened so as to speak to customers in a manner that is relevant and contemporary. The company should also ensure that messaging is consistent and the information there in should make use of descriptive words and the standards for messaging should be adhered to in all future communications. Business people should work with a unique marketing mix that attracts consumers to their products (Luck and Moffatt, 2009).  It should also be fit for their audience. The success measures should be established by ensuring all the communications are measurable. Finally there is need to manage leads and client data by use of a customer relationship management system.

References

Li, L. (2011). Marketing of competence-based solutions to buyers in exploratory relationships:      perspective of OEM suppliers, Industrial Marketing Management,   doi:10.1016/j.indmarman.2010.11.001.

Luck, E. and Moffatt, J. (2009). IMC: Has anything really changed? A new perspective on an old            definition, Journal of Marketing Communications, 15:5:311-325.

Simmons, G. (2008). Marketing to postmodern consumers: introducing the internet chameleon.     European Journal of Marketing, 42(3/4), 299-310.

Public relations are supposed to be an integral part of any company’s ongoing marketing plans. One’s goals determine how one executes their company’s public relations. Public relations is the composition of very many programs that are supposed to enhance or maintain the image of the company plus the services and products offered (Halahan et al., 2007). It’s very critical for the implementation of an effective strategy related to public relation. Any strategy on public relations plays important roles in any organization’s promotional activities. Advertizing and sales promotions can be used as approaches to leveraging opportunities in public relations. The most effective method of communicating and relating with the market is through public relations.

When things are put in place the public relation is the most powerful tool and most cost effective of all the activities involved in promotions (Johansen and Nielsen, 2011). Several organizations that have made it through in business have always invested more in public relations by making it the central focus of the strategies of promotion. An effective public relation seeks to communicate different information such as launching of new services and products, creation of interests in services, products and brands, repositioning of services and products and also influencing the specific target groups. Public relations also enhance the overall image of the firms ad similarly defends products and services which may have suffered from negative perceptions and press (Du Plessis, Van Heerden and Gordon, 2010). An effective public relation results into generating additional revenues by using great awareness and information for services and products that are offered by organizations. Therefore public relations are a critical aspect of integrated marketing communication.

References

Du Plessis, F, Van Heerden N and Gordon C. (2010). Integrated Marketing Communication. 3rd ed. Pretoria: Van Schaik Publishers.

Halahan, K. Holtzhausen, D. van Ruler, B. Vercic, D. and Srirames, K. (2007). Defining   strategic communication, International Journal of Strategic Communication, 1(1):3-35.

Johansen, T. S. And Nielsen, A. E. (2011). Strategic stakeholder dialogues – a discursive perspective on relationship building. Corporate communication: an International Journal          16(3): 204-217.

This situation occurs when businesses are seen addressing customers through channels such as phone calls, emails and even one on one meeting. Messages in direct marketing include call to action such as calling toll free numbers or clicking on links to make subscriptions. Such campaigns results to immediate measures (Angelopulo and Barker, 2013). This is because a company is in a position to track how customers respond through messages called to action.  In contrast to this, use of general advertising such as bill boards used in promoting a brands concept or make product awareness fails to call for specific responses and therefore it’s not easy to measure the impacts.

It’s not easy for a marketer to know the effectiveness of such billboards or how many people may be thinking of buying the products on the billboards but with specific call to action strategies one is able to know how many people are responding to their direct mailing (Dinnie, et al., 2010). Nearly everyone in business uses direct messaging and these include credit card companies, media companies’ technology companies and retailers. Direct marketing is very effective for customers who are common users of online platforms and are always paying attention to marketing sites. Any effective direct marketing strategy begins off with data (Barker,2012). Categories of customers are examined by marketers and select those they think can be interested in their products. They then develop lists for making contacts. These lists are obtained through either commercial sources or public avenues. Different channels are also selected depending on the product to be sold or services to be offered.

Conclusion

Therefore from the discussion above all the communication tools can only work best if they work collaboratively in a harmonious way rather than isolation. Their parts are not as greater as their sum ad once they speak in a consistent manner using one voice all the time.

References

Angelopulo, G. C. and Barker, R. (Eds.) (2013). 2nd Edition. Integrated Organisational Communication. Cape Town: Juta.

Barker, R. (2012). Integrated Marketing Communication, In Integrated organisational communication, (2nd Edition). In Angelopulo, G. C. and Barker, R. (Eds.). Cape Town: Juta.

Dinnie, K. Melewar, T.C. Seidenfuss, K. and Musa, G. (2010). Nation branding and integrated marketing communcations: an ASEAN perspective, International Marketing Review, 27(4):388-403.