A three-day course on “Integrated Marketing Training” was designed for the marketing enthusiast who wants to understand the process of creating integrated marketing campaigns, identifying market segments, and assessing market situations and industry trends. The session was facilitated by Prof. Ujjwal K. Chowdhury, Pro-Vice-Chancellor at Adamas University India.
The session delivered the following learnings;
Skills You Have Learned:
- Marketing Skills
- Communication Skills
- Decision Making Skills
- Digital Skills
Introduction to Integrated Marketing
Before starting the session; the participants introduced themselves, and the session was led further with a video presentation. Mr.Chowdhury kicked off the discussion with a video about Integrated Marketing Communication. He discussed communication, marketing, marketing communication, brand communication, and integrated communication. He defined the term Marketing as “seeding the market,” “creating consumer awareness,” “creating brand demand,” and “creating a desire for a brand or service.” It is also about establishing brand image/equity, repositioning the brand, increasing customer traffic, and so on. He also explained the 4Ps to 4Cs marketing concepts.
Integrated Marketing Communication (IMC)
An integrated marketing communications plan, which describes the various types of marketing, advertising, and sales tools that will be used during campaigns, is usually the first step in the IMC process. These are primarily promotional tools, which include everything from Search Engine Optimization (SEO) tactics and banner advertisements to webinars and blogs. Traditional marketing communication elements such as newspapers, billboards, and magazines may also be used to inform and persuade consumers. To build a strong brand-consumer relationship, marketers must also decide on the right mix of traditional and digital communications for their target audience.
The most basic form of communication is a process in which two or more people try to influence each other consciously or unconsciously by using symbols or words to meet their needs. On the other hand, Integrated marketing communications use this communication process to persuade target audiences to listen to and act on marketing messages. We can perceive the advertising and promotional messages central to integrated marketing communications because of our ability to receive, communicate, and process information from other communicators and outside stimuli.
Also, Mr.Chaudhary discussed how communication has evolved over the last 25 years and why web-led convergent communication is the way to go. He also discussed marketing’s evolution from sales-focused to multi-focused today, from offline, on-air, and on-ground to multi-media marketing, with digital marketing becoming more powerful in the aftermath of the pandemic.
Benefits of Integrated Marketing Communication
One of the most significant advantages of integrated marketing communications is that it allows marketers to clearly and effectively communicate their brand’s story and messaging across multiple communication channels, resulting in increased brand awareness. Because consumers are likely to interact with brands across various forums and digital interfaces, IMC is also more cost-effective than mass media. Marketers are attempting to weave together multiple exposures to their brands using different touchpoints as consumers spend more time on computers and mobile devices. Companies can then assess the effectiveness of their communication tactics as a whole rather than in pieces.
Another advantage of integrated marketing communications is that it gives businesses a competitive advantage in terms of increasing sales and profits. This is especially useful for small and mid-sized businesses with limited marketing budgets and staff. Customers are immersed in communications by IMC, which assists them in moving through the various stages of the purchasing process. Throughout the exchange, the organization consolidates its image, develops a dialogue, and nurtures its relationship with customers. IMC can help create a seamless purchasing experience that encourages customers to become loyal, long-term customers.
Future of Marketing Communication
Mr.Chaudhary explained the impact of COVID on marketing and communication. As well as, he mentioned the increased need for IMC than ever before and the Future of Marketing Communication in Post-COVID Times. The last day of the course ended with a presentation from the participants who discussed how they used integrated marketing concepts in their businesses and services.