Integrated Marketing Communication (IMC) requires the use of marketing strategies to optimise the communication of a consistent message of the company's brands to stakeholders. Coupling methods together improves communication as it harnesses the benefits of each channel, which leads to more clear and vast impact as opposed to the methods being used individually.
IMC is a holistic planning process that focuses on integrating messages across communication disciplines, creative executions, media, timing and stakeholders. IMC unifies and coordinates an organisation's marketing communication to promote a consistent brand message.
Coordinating a brand's communication makes the brand seem more trustworthy and sound, as it is seen as a 'whole' rather than a mixture of different messages sent out. The IMC perspective looks at the 'big picture' in marketing, advertising and promotions.
IMC is the process of all sources and information managed in a way that a consumer or prospect is exposed, which behaviourally moves the customer more towards a sale thus creating a brand value.
Much of IMC planning is concerned with co-ordinating different media channels to optimise the effectiveness of marketing communication programmes. By exposing consumers to the same message through multiple media, more opportunities to engage with consumers are created. In short, a multi-media strategy is more effective.
In the IMC process, there are many different types of integrations including functional integration, message integration, media integration, integration of timing, coordinated integration, stakeholder integration, and relationship integration.
In today's globalised business world, IMC plays a major role in terms of short and long term prospect of the companies. A successful branding of a company mostly depends on the success of IMC as it helps the business organisations raise awareness as well as to generate sales.
So, it can be said that a great future awaits IMC agencies in Bangladesh. Artistry Marketing & Communication Limited is such an agency in the country.
In the coming month, Infrastructure Development Company Limited (IDCOL) will be organising Bangladesh Clean Energy Summit 2019 from March 10-11. Artistry MCL will be managing this international summit, which will be a global platform for domestic and international players to showcase clean and environment friendly technologies and solutions. The summit will enable participants and stakeholders to exchange knowledge, cutting edge ideas, insights and international best practices.
Partha Pratim Choudhury is CEO of Artistry Marketing & Communications Ltd. partha@artistrymcl.com