What Is Integrated Marketing Communications?

IMC, integrated marketing communication, is a process of unifying all communication activities related to marketing of an enterprise. Integrated marketing communication covers advertising, promotion, public relations, direct marketing, CI, packaging, news media and other communication activities within the scope of marketing activities. On the other hand, it enables enterprises to communicate unified communication information to customers. Its core idea is to use the value of meeting the customer's needs through the communication between the company and the customer as the orientation, determine the company's unified promotional strategy, coordinate the use of various communication methods, and take advantage of different communication tools, so that the company can achieve Cost-oriented, forming a promotional climax with high impact.

IMC

(Integrated Marketing Communication)

IMC, integrated marketing communication, is a process of unifying all communication activities related to marketing of an enterprise. Integrated marketing communications

4C and 4P integration

When it comes to IMC, there are bound to be two marketing methods, 4C and 4P. 4C and 4P are two different core marketing concepts proposed in two different socioeconomic forms. In most cases, the two are artificially opposed to each other ^[1]

1. Portfolio analysis (portfolioanalyses), first analyze the "market share" and "market growth rate" matrix of the company's product line, and evaluate the "star", "problem", "cash cow", "dog" of the product line The IMC's economic forecast; second, the dynamic consideration of the balanced allocation of corporate resources;
2. Lifecycle analysis (lifecycleanalyses), to evaluate strategic logic from the product lifecycle and the organization's position in the market, such as judging the product lifecycle from external factors, there can be 8 factors: market growth rate, growth possibility, product line Width, number of competitors, market share of competitors, customer loyalty, barriers to entry into the industry and technology.
3 Value system analysis (valuesystemanalyses), through the analysis of the value system configuration method can be found between the various activities, the logical thinking of the connotation information. Then, use appropriate communication methods and methods from various angles to convey the company's information. The analysis of value system linkages enables each activity to have a "synergy" and a "shared strategic logic" between organizations.
4 Distinct advantage analysis, combining consumer segmentation with the company's own capabilities and competitors, with consumer interests as the starting point.

(1) After market segmentation, select the target market, make 57 lists of consumer interests, and prioritize the target market.
(2) List all organizational capabilities or resources that can meet the interests of these consumers.
(3) Fill in the form;
(4) Then score the company: Capability: Does your company have the ability or resources to meet these benefits? (Yes 1, No 0); Superiority: capabilities and resources compared to competitors, (Yes 1, No 0); Sustainability: dynamic comparison with competitors, (within time cost It is difficult to break the status quo to 1, and it is easy to reach a parity of 0).