Importance Of Integrated Marketing Communication †Free Samples

Question: Discuss about the Importance Of Integrated Marketing Communication. Answer: Blog background The blog is on the importance of integrated marketing communication for different organisations across the globe. This blog would establish an understanding of the importance of IMC with the help of two highly reputed organizations Coles and Woolworths in the retail industry in Australia. Integrated marketing communication is something, which has helped both the organization serve their purpose. Theoretical concept of IMC Integrated marketing communication is a process using which organisations deploy various traditional and non-traditional branding resources to maintain the earned reputation (Yeshin, 2012). In other ways, it can be considered as a weapon that each reputed brand use to establish or re-establish its image in the market. In the contemporary world, it has become a quintessential part of firms across the globe. They use various new and unique strategies to redefine the market competition. Integrated marketing communication is like a never dying asset, which keeps on generating different strategy using which reputed brands enhance their customer base. This is necessary also for an incrementing revenue generation. Integrate marketing communication can be with the help of various strategies; however, it entirely depends on two factors such as traditional IMC and non-traditional IMC. Traditional IMC is a set of different marketing modes, which are well proven by the success it generated to it s possessing company. However, non-traditional IMC is entirely a different approach. It has similar purpose; however, it differs in its nature (Percy, 2014). For example, Woolworths rarely relies on offering cheapest products. It indeed offered quality products with some occasional discounts. On contrary to this, Coles has used lower prices as its strategy to attract the interest of the customers. IMC of Woolworths Woolworths does use IMC through various modes to maintain its competitiveness. They have continually been involved in various innovations, which they have implemented for redefining the market competition and wining a significant customer base. They had offered discounts to their customers on their recharge at the petrol pump. They have also used various social media platforms and newsletters to promote their products. They distribute gift cards as well. Offering discounts on the products is one of their weapons that they use to twist customers to their favour. One of the better moves, which the company has used, is doing investments on loyalty card. This has helped the company get data on their customers, which is very necessary to understand their needs. Woolworths in particular has understood the requirements of its customers perfectly. With the help of data of their customers, Woolworths was able to understand the requirements of its customers, which is why it works closely with its suppliers to ensure a quality production (Arli et al., 2013). Nevertheless, it is very important to have data on the customers needs. It really helps reputed companies strategise things appropriately to produce customer centric products to yield maximise success (Kumar Reinartz, 2012). IMC of Coles Coles is another big name in the retail sector, which along with Woolworths form a duopoly in the Australian Market. Their integrated marketing communication had revolved around lower prices for the products. They have advertised such strategy with some attractive slogans such as why pay more, Extra Value for You and Me etc. They have also smartly tried to capture the feedbacks of their customers by arranging interactive campaigns wherein customers can share their feedbacks such as factors that encouraged them for shopping etc. Unlike Woolworths, they went this way and tried to capture the valuable data on the participated customers. They did so to understand the needs of their customers and to offer them accordingly. This is necessary as well, because hitting the known zone would provide better responses. Apart from capturing the valuable data, Coles has various other promotional schemes as well such as flybuys loyalty and rewards program. These programs of Coles have approximately around 5.5 million active users in Australia. The program was even judged as one of the most effective programs of its kind. They also target festive seasons and do extensive promotions during such times. They do promotion during Christmas and New Year, which is indeed a potential opportunity for retail market (Keith, 2012). Conclusion Integrated marketing communication has now become an important tool for the different organizations across the globe. Various traditional modes are available there such as advertisement on the online media platforms, PR event, advertisements on the Televisions, and advertising in magazine. Non-traditional ways of IMC are limitless, which different companies use according to their strategic capabilities as such used by Coles and Woolworths. References Arli, V., Dylke, S., Burgess, R., Campus, R., Soldo, E. (2013). Woolworths Australia and Walmart US: Best practices in supply chain collaboration.Journal of Economics, Business Accountancy Ventura,16(1). Keith, S. (2012). Coles, Woolworths and the local.Locale: The Australasian-Pacific Journal of Regional Food Studies,2, 47-81. Kumar, V., Reinartz, W. (2012).Customer relationship management: Concept, strategy, and tools. Springer Science Business Media. Percy, L. (2014).Strategic integrated marketing communications. Routledge. Yeshin, T. (2012).Integrated marketing communications. Routledge.