External Relationships
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Broadening the Corporate Governance Agenda: The Corporate Social Responsibility
In recent years, there has been an increasing emphasis on governing corporations according to social and environmental norms and ensuring that the negative externalities associated with them are minimized. When we talk about negative externalities, what we mean are the social and environmental costs that corporations impose on society and which are not factored into […]
Breaking News: A Case Study of the Indian Media Industry
Historical Evolution of the Indian News Media By most accounts, the Indian Media Industry is one of the world’s most diverse and vibrant in addition to being largely free and fair. The Indian Media has had a long and chequered history starting from the pre-Independence days and including the post independence and the socialist days […]
Qualities of a Good Response – What a response must provide ?
An organization should understand that response is the key towards creating quality relationship with customers and nurturing the future business depending upon the customer’s perception and senses determined from the response. Response creates a channel of interaction that can enhance business relationship which will be mutually beneficial. This is only possible when the responses from […]
Advertising Myths – Ifs and Buts of the Advertising Industry
Advertising is considered as the best tool to make people aware of the product a company wants to sell. This is the best way to communicate with the audience and to inform them about the product but with a proper media selection and of course timing. But there are some myths which have been creating […]
Integrated marketing strategy integrates relevant marketing tools to deliver similar message to a larger audience. Remember, an integrated marketing strategy is successful only when it creates awareness of a particular brand among a large number of end-users.
Remember, a marketer needs to carefully blend and make the best possible use of all promotional tools so that the right message reaches the right customer at the right time and right place.
It is essential to ensure that an organization’s integrated marketing strategy communicates similar message to target audience for them to invest in their brand and also develop a sense of attachment and loyalty towards the same.
Let us go through several components of a successful integrated marketing Strategy
Customer Focus - No strategy would yield results unless and until you value your customers. Successful marketing strategies ought to start and end with customers. Customers are indeed “Gods” who play a crucial role in the success or failure of an organization.
Do not ignore your customers while formulating essential marketing strategies for brand promotion. The needs and requirements of the end-users need to be kept in mind. Make sure your products or services meet and exceed customer expectations.
Understand, why would an individual invest in your brand if you do not have anything new and unique to offer? Integrated marketing strategy is successful only when the features and benefits of the brands reach the target customers in the desired manner and prompt them to buy the products or services immediately.
Customer feedbacks are essential and need to be monitored regularly. Every business has some set of customers who are loyal and would never think of going to competitors. Design your initial marketing strategies around such customers as you do not have to try too hard to convince them.
Co-operation - Remember, only marketing professionals are not responsible for promoting brands and making them popular in the market. Infact, the responsibility lies on the shoulders of each and every individual who is directly associated with the organization.
Interdepartmental cooperation is essential. Individuals need to work in unison, brainstorm ideas and come to innovative ideas and unique solutions. All departments, example - marketing, sales, customer care, service delivery need to work in close coordination for better results and maximum customer satisfaction.
Database Communication - Employees need to communicate with each other effectively. Information needs to reach all in its desired form. Employees associated with a particular project need to have access to all relevant information, data, figures and so on required for its successful implementation. Managers need to share correct information with all related employees.
Leverage - Understand how each marketing channel promotes your brand among target customers and also find out the costs associated with the same. Analyze which all channels are the most cost effective for you to effectively integrate for promoting various products and services to yield maximum profitability.
Profitability - Remember any strategy or idea is successful only when it generates additional revenues for the organization. Every function and process needs to contribute to the earnings of the organization. Make sure, marketing strategies influence customer decisions who in turn remain loyal towards the organization concerned, eventually yielding higher profits.
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Creating Integrated Marketing Communication Plan
February 12, 2025
