IMC Is: Definition, Elements, Process, and Its Implementation in Companies

IMC Is Definition, Elements, Process, and Its Implementation in Companies – In the business world, marketing strategy is the most important point to attract potential customers. Especially in the midst of advancing times like today, the business world will also develop, not only buying and selling transactions, but also having to think about good communication with potential customers.

IMC stands for Integrated Marketing Communication, which is briefly a marketing strategy that prioritizes alignment between your brand and consumers. As with social life, implementing this marketing strategy must also be accompanied by in-depth communication.

Read More

This IMC or Integrated Marketing Communication strategy has been widely applied in various large companies in Indonesia, because it is considered effective for building deep sustainable relationships with consumers from various economic classes. Then actually, what is IMC? What elements must be included in this IMC? How is the implementation of IMC’s marketing strategy in large companies?

So, so that is not confused about this, let’s look at the following review!

Understanding IMC (Integrated Marketing Communication)

IMC Is Definition, Elements, Process, and Its Implementation in Companies

Basically, communication is the main thing in the marketing process, because in essence, marketing is also a communication process that is created flexibly between companies and consumers. Therefore, communication and marketing have a bond that cannot be separated from each other, so they must be integrated with each other.

According to The American Association of Advertising Agency, IMC or Integrated Marketing Communication is marketing communication that is carried out in an integrated manner. In the concept of communication planning, it emphasizes the study of strategic messages in each form of communication which is then combined to obtain message clarity, consistency, and maximum communication impact through message integration.

Meanwhile, according to Kotler and Armstrong (2004) in a book entitled Basics of Marketing, reveals that IMC or Integrated Marketing Communication is a concept applied in a company that is carried out carefully, especially in coordinating its communication channels, which will convey messages clearly, consistently, and convince consumers of the company and its products.

Then, according to Belch provides a definition of IMC or Integrated Marketing Communication as a business strategy used to develop, execute, evaluate, and measure a brand communication program within a certain period of time to many people. Many people referred to here are consumers, customers, employees, and other target markets. The purpose of IMC is of course to gain brand benefits financially, both in the short and long term, which in turn can increase the value of a brand.

Furthermore, according to Shimp (2003), states that IMC or Integrated Marketing Communication is a process of developing and implementing various forms of persuasive communication programs, to customers or even potential customers on an ongoing basis.

Well, based on several expert opinions related to IMC or Integrated Marketing Communication, it can be concluded that IMC is a marketing strategy used in a company that relies on communication with consumers in the form of promotions and is persuasive, aimed at customers or even potential customers on an ongoing basis. .

Elements of IMC Promotion

Previously, it was mentioned that to achieve IMC’s goals, companies must use a tool called promotion. This is because the IMC marketing strategy will later integrate various promotional tools so that the message to be conveyed is actually received by customers. Well, here are 9 elements contained in an IMC promotion or Promotion Mix:

1. Advertising (Advertising)

Advertising is a form of non-personal communication that is “shared” in various mass media, ranging from TV, radio, newspapers, to magazines containing information about the company and its products and services that will be introduced to customers. This advertisement is the most widely used communication element by companies, especially companies that produce goods for services to the wider community.

2. Direct Marketing (Direct Marketing)

This second element is a marketing activity whose communication techniques are carried out by the company directly to its consumers. Usually, direct marketing activities are carried out by sending direct mail, telemarketing, and direct selling to target consumers.

Direct Marketing aims to get a direct relationship (either in the form of responses or buying and selling transactions) with consumers. Usually, direct marketing relies on sales.

3. Interactive/Internet Marketing (Interactive/Internet Marketing)

This type of promotion is quite a lot done by companies, because at this time the internet network is relied on for the purposes of various fields, including marketing strategy. This marketing activity is carried out interactively, namely through digital mobile phones or online interactive TV, which of course uses the internet network.

Through this activity, the company and consumers will be able to communicate in two directions.

4. Sales Promotion

This promotional activity will later be carried out by distributing product samples or coupons to potential consumers, so that it will indirectly encourage them to be willing to make purchase transactions. Meanwhile, for sales promotion aimed at distributors and traders, it can be done by holding sales contests, giving special prices, to providing merchandise directly from the company.

5. Publicity and Public Relations

Publicity is of course different from Advertising, because in this case it will enter the company’s mass media network in the form of news about products and services, to conduct events which will later be covered and then published by the mass media.

Meanwhile, Public Relations will carry out management functions in the form of evaluating public behavior, identifying individual policies and procedures for public interest, and executing a program that is acceptable to the public.

6. Personal Selling

In this promotion will carry out various communication activities that are carried out directly or face to face between sellers and potential consumers. The activities can be in the form of making presentations, answering questions from consumers regarding the products being offered, to getting prospects for orders.

7. Word of Mouth Marketing

In this case, it is an activity that is carried out individually and is oral, written, or through electronic media. The things that are conveyed are about their experiences when making purchases or consuming related products and services.

8. Events and Experience

In this case, it will be a company activity that sponsors activities and programs through prior planning. These activities and programs will later be designed for the benefit of the company’s interaction related to the brand with the target community. This event and experience includes sports activities, performances, and donation activities.

9. Point-of-Purchase Communication

In this case, it will involve posters, signs, and various other materials that are specifically designed to influence the decision of potential consumers to be willing to make transactions at the point of purchase. Usually, the layout of the goods in the store as a place of purchase is very important to attract the attention of consumers so that they are willing to try the product.

Why is the IMC Strategy Important?

Especially for companies that are marketing their products or services to consumers, IMC or Integrated Marketing Communication is very important to do because of the following things.

  1. IMC aims to convey a consistent message related to a product or service to the general public. For this consistency, potential consumers will really get and understand the message related to the product or service.
  2. IMC strategy can also play a role in maintaining a clear message and purpose in a business, because it is done consistently.
  3. IMC is done to create a customer experience. The point is, through this IMC strategy, customers will be able to contribute in determining how the business message is conveyed, so of course the results will be positive.
  4. IMC can be useful for building the image of a brand. Especially on the characteristics, logos, and content that will maximize the delivery of messages to customers.

According to Sulaksana (2007), the popularity of this IMC strategy can certainly bring up a new paradigm in corporate marketing. Previously, brand managers, advertising, promotions, sales and public relations only worked in their respective fields, through this IMC they will combine their “strengths” in an integrated manner. In addition, currently there is also widespread awareness of the consistency of marketing campaign messages, as well as the relevance of the communication media to be used. This is so that it can produce a reputation consistency between the brand image (product) and the company image.

IMC Strategy Implementation Process

In implementing the IMC or Integrated Marketing Communication strategy, there are six steps, which are as follows:

1. Analysis of the Situation, Condition, and Target Market (Analysis of Promotional Program Situation)

At this stage, the company must analyze the strengths and weaknesses of the data on the target market. After finding the strengths and weaknesses, then they will try to find the point of the problem as well as the solution.

2. Analysis of the Purpose of Using IMC (Analysis of Communication Process)

Next is the step that requires the company to analyze the responses from the recipients of the information so that the final results are in accordance with the company’s own goals. Companies can also start setting goals by considering the cognitive stages of potential consumers when they decide to buy a product or service that has been offered.

3. Prepare a Budget (Budget determination)

The next step is to prepare a budget or budget, whether the capital budget is already available at the beginning (top-down) or has just been prepared based on how the budget is allocated (bottom-up). In this step, the company will find it easier to prioritize which activities to carry out.

Things that must be included in the composition are resources, which will then be communicated in a planned and transparent manner to various divisions.

4. Development IMC Program

In this step, later the company will develop a communication program on marketing that will be taken.

5. Integrate and Implement IMC Strategist

In this stage, it will usually be combined with a marketing mix strategy. Then, there will be activities to produce advertisements, buy media time and space, and carry out previously planned designs. The combination process is so that marketing within a company can be combined into one and easy to manage. However, every employee must continue to carry out their work responsibly.

6. Monitoring, Evaluation, and Control of IMC (Monitor, Evaluate, and Control IMC program)

In this last stage, the company will evaluate the performance results of the employees involved whether the program has been effective or not. Not only that, the central company will see whether the strategies and tactics being pursued are appropriate or not.

To do this, the company must develop what criteria are needed for the evaluation results and then adjust them according to what is happening in the field. Although this is the last stage, it is of course very important especially to ascertain how the previous stages can be carried out successfully or failed.

Implementation of IMC (Integrated Marketing Communication) at PT Tokopedia

IMC or Integrated Marketing Communication is very important to be implemented in an organization or company in order to retain its customers. This also applies to a large company, namely PT Tokopedia. Surely  is no stranger to the existence of this company?

Yep, Tokopedia is known as a company in the form of the most popular buying and selling site, so of course implementing IMC in its promotional activities to maintain or even increase the number of customers. According to Tokopedia’s marketing manager, this IMC strategy is considered to be able to attract the number of customers, especially when there are currently more and more competitors in terms of e-commerce.

The forms of marketing communication activities implemented at Tokopedia are advertising, direct marketing, public relations, sponsorship, souvenirs, social media, and websites. Not only that, in terms of advertising (advertising), Tokopedia is also careful in using below the line media, for example in the form of X-Banners, Billboards, pamphlets, banners, to POP Booth. Installation of banners is also often done even though there are still many considerations, such as from a busy traffic area so that it can be easily seen by many people. Tokopedia also uses Brand Ambassador, namely actress and singer Isyana Sarasvati.

From various IMC activities within the Tokopedia company, of course there are still various obstacles, especially in terms of the ability to cooperate in human resources which is still lacking. Not infrequently, when activities related to the public directly, often get complaints from customers. Even so, Tokopedia still managed to overcome the existing obstacles and most of the events could still run smoothly.

Well, that’s an explanation of what IMC or Integrated Marketing Communication is, which is one of the most popular marketing strategies, especially for well-known companies. However, companies that are just starting their business can also apply this marketing strategy to break down financial gains in the business world.

Related posts

Leave a Reply

Your email address will not be published.