Integrated Marketing Communication Overview

The Concept of Integrated Marketing Communication

The integrated marketing communication concept entails a marketing communication and planning concept which recognizes a comprehensive program’s added value, a plan which evaluates strategic roles of various communication disciplines such as direct responses, general advertisement, public relations, and sales promotion. The plan also combines such disciplines to offer consistency, maximize the impact of communication and provide clarity (Caywood et al., 1991). The marketing communication and planning concept evaluates and combines the strategic roles of various disciplines of communication to get more significant impact, consistency, and clarity (Schultz, 1993). IMC is thus a strategic process of a business that is employed in planning, developing, executing and evaluating measurable, persuasive and coordinated programs of brand communication over consumers, time consumers, internal audiences, external audiences, prospects as well as other targets (Scultz, 1998). Another concept of IMC entail planning and executing all programs of marketing communication that are needed to meet the goals or objectives of a business (Percy et al., 2001). The IMC program not only plans but also consistently executes different activities of marketing thereby allowing its full impact to outweigh the sum of every single action (Raman and Naik, 2005). With no strategic communication appreciation, achieving the needed synergies within the company becomes a challenge. Schultz and Kitchen (1993) claim that the previous years have seen the theory of IMC progressively developing making it possible to direct as well as explain the emerging practices. The term IMC has been used in the late 20th century concerning the use of brand messaging consistently and across myriad channels of marketing. For those seeking additional guidance, marketing dissertation help can provide valuable insights into developing a comprehensive understanding of these concepts.

IMC is also an approach which is consumer oriented and not organisational oriented which only pays more attention to the needs of a firm (Naeen et al., 2013). IMC is considered a revolution step as an entire culture has developed around the idea of separating channels instead of the customer-centred, harmonious process of planning which IMC needs (Jones, 2008). Integration has also become an essential marketing concept because of the rapid technological advances which have altered how stakeholders in businesses interact. A marketing model which is communication-based that was proposed by Duncan and Moriarty (1998) provides a clear communication perspective. In this perspective, enterprises understand that not all components of a marketing mix are always persuasive. Secondly, businesses understand that there are roles of communication which help in building relationships besides persuasion such as answering, informing and listening. Thirdly, everything which a firm does or fails to do can still pass along a brand message such as hiring practices and environmental policies. A company thus comes to understand that communication is the basis or foundation of the current customer-focused efforts of marketing. This argument is supported by Duncan and Moriarty (1998, p.2-3) who claim that there is an intersection between the marketing theory and communication. The intersection point between marketing and communication theories began in the 1990s when there were fractious debates within the communities of communication. These debates led to parallel paradigm-shifts of models from more mechanistic, production-oriented and functional ones to humanistic models which are relationship based. Research on communication is fundamentally about relationships (Schramm, 1973). Schramm (1973) says that understanding how humans communicate requires an understanding of how they relate to each other.

Duncan and Moriarty (1977) add by saying that the net total of the relationships between brands is a significant determinant of the brand’s value. Many kinds of literature about marketing have usually failed to discuss processes of communication, a crucial relationship building dimension. Instead, they concentrate on commitment and trust which are communication products. Furthermore, even though new marketing approaches have slowly begun to embrace humanistic approaches, they still do it intuitively while not comprehensively understanding the crucial role that communication plays (Schramm, 1973). The concept of transaction and exchange is also essential in IMC as there are always elements of communication within the exchange concept of communication. The exchange is about communication which is two-way, also known as transactional communication that is similar to dialogue or a conversation. The paradigm shift that has taken place from a transactional to a more relationship type of marketing is vital in understanding the difference between transactional (a two-way communication form) and transaction (or a sell and buy form). Understanding this difference is crucial as it can enable the development of the theory of marketing which include the notion of shared understanding, interactivity, reciprocity, symmetry and balance. Hutt et al. (1995) argue that the absence of a shared clear understanding is a common challenge to creating strategic change. Therefore, workers must form a shared language which reflects sameness in all members (Hutt et al., 1995).

Another concept in IMC is that of channels. In marketing, a channel means distribution rather than communication while flow stands for moving goods. However, distribution plays a huge role in communication especially in the technological and physical handling of products. Therefore, it means that communication is essential as a dimension of distribution (Hutt et al., 1995).

Currently, digitalization, information communication, and technology have allowed a more instantaneous form of feedback which without, there can be no dialogue as it is the core of a two-way form of communication. Digitalization, information, communication, and technology are also far-reaching in more significant quantities. The strategic application of feedback allows for an open-minded form of inquiry, synergistic distribution of information, accessible memories as well as informed interpretations which are mutual (Day, 1992). It is noted by Day (1992) that receiving feedback alone is not sufficient and that its whole value depends upon distribution, mutual understanding in terms of interpretation as well as its sustainable future use. Moreover, there is the concept of information which Schramm (1973, p.3-4) says that is any content that can help individuals to organize or structure several aspects of the environment they are in and which are relevant to a circumstance that they have to act. Information sharing strengthens the relationships of a brand and help in integrating strategies and organisations. Therefore, firms could efficiently use information. Menon and Varadarajan (1992) pointed out that modest reforms can be made when research findings are communicated efficiently. The last concept is that of signals and signs (Menon and Varadarajan (1992)). New literature on marketing has found interest in symbols and signs as well as the way these signal confer meaning and communicate to consumers. Scholars of consumer behaviour have made a point that most consumer decisions take place in the constellation of the activities of consumption. Additionally, new processes of meaning-construction take place by exchange symbols and signs. A signal is similar to a sign which influences or cues interpretation or action by customers. Therefore, firms ought to understand that modern customers reside in a more visual culture where meaning and images play a considerable role (Menon and Varadarajan (1992)).

The Evian Water Company Communication Tools

The Evian water company, a French company, has provided its customers with unique bottled waters in attractive and varying materials and shapes. They say that ‘‘water is life’’. Evian is one of the four brands of water that are owned by the Danone family. Their brands, Mizone, Danone Aqua, Bonafont, and Evian target various unique segments and markets. According to Danone (2013), Evian adds dismally to the growth of their empire due to its relatively small-sized target group. Evian states that their water is ‘‘perfectly suitable for babies’’ which makes parents their primary customers (Danone, 2015). In 1998, the company launched a commercial on TV which featured babies that performed water ballet that was synchronous (ADWEEK, 2014). They later reused a similar approach in 2009 by introducing their Live Young Strategy. In this strategy, digitalized babies took centre stage of the plan. The use of this strategy aimed at reinvigorating its brand image as well as gaining the premium water market share. The Live Young Strategy launched by Evian water in 2009 included the following. First, there was the ‘‘Live young January Picture’’ that is a January campaign started in 2014. This approach involved posting a picture every January on digital screens along traffic areas and on Twitter (The Drum, 2014). Every picture showed a baby, an adult and a text (#LiveyoungJanuary). The campaign reached more than 14 million individuals and had at least 18,000 social interactions. Secondly, they used the Baby and Me Video which was meant to renew the previous Live Young Approach. The second approach also stressed the concept of parents reconnecting with the unborn baby. The video is said to have received 20 million views in only two days (The Drum, 2013).

The video also helped generate at least 6.9 million shares for the company on their social networks. Lastly, Evian applied online interactions strategy based on social media such as YouTube, Facebook, and Instagram. These platforms had different purposes and allowed for various forms of interactions. Despite their unique objectives, they were integrated by using consistent content and hyperlinks (BrandRepublic, 2009).

The SOSTAC Model of Marketing

This model is a planning approach developed initially in the 90s to aid in marketing. SOSTAC is an abbreviation for situation, objective, strategy, tactics, actions, and control (Zook and Smith, 2016). Using SOSTAC in developing a marketing plan, Evian Water Company can first analyse their current situation. Understanding their current situation (the C of SOSTAC) can help them see how competitive they are relative to other water companies in this sector. For instance, by 2013, they owned 0.3% of the water market share. This percentage was a 1.2% decrease as compared to the previous decades (Mail Online 2013). This type of data shows that the water market is a very competitive one. Additionally, understanding their current situation can help them know the threats they are facing such as tap-water which is readily available and affordable to consumers (Zook and Smith, 2016). Moreover, the company has to set an objective (O of SOSTAC) which will show them where they wish to be. Here the company has always wanted to be admired by everyone, which is to say that they target all age groups and classes of people (Vanala, 2017). Their strategy involved using the Live Young approach which is a global campaign that applied babies to valorise the company’s values. Their Tactic involved carrying out various activities such as a campaign launched in France, the UK, Belgium, the US, Canada, Japan, Russia, and Germany.

In these markets as well as other markets, they focused on digital channels like TV adverts and the use of the company’s website. Additionally, they conducted public relations to stimulate people interests in their brands. They also had events such as Cinema and TV shows that helped leverage entertainment dimensions. Lastly, they had print that helped them complete their campaign message (Vanala, 2017). In terms of control which is about seeing if their goals are met, Vidalon and Denis (2017) claim that that the company has a market in over 140 countries and between 2016 and 2017, their sales grew by 8%. This number beat the 6% growth in the company’s global market. This is an indication that despite competition, the company is gaining substantial control of the sector of bottled water.

As part of the Integrated Marketing Communication techniques, Evian water has undertaken personal selling, personal relations, advertisements, sales promotion and direct marketing to win the hearts of customers and be at the cutting edge of competition. Regarding personal selling, the company established a team of brand ambassadors that would visit customers on bicycles that were branded with the company’s colours and logo. The people would provide bottled water to those in need. To enhance their customer service further and help raise awareness of their brand, the ambassadors went as far as using branded umbrellas to create shade where people would receive bottled water and stay away from the sun (ADWEEK, 2014). The company has also been able to create personal relations. They have been able to reach all the best super markets, colleges, work places and convenience stores. Therefore, they have been able to get their products to the market thus having a wider placement. To have this wider placement has been boosted by their strategy of establishing personal relationships. For instance, the company came up with ‘I Love You Like’ promotion show which mimicked the the activities that occur during the Valentine’s Day (which is linked with Hallmark cards, long-stem roses and heart-shaped candies) (ADWEEK, 2014). The company allowed its consumers or customers to express themselves to their loved ones through social media. This way, it was able to create personal relations with its consumers thus widening its placement (Andrews and Shimp, 2017). Besides establishing personal relations and personal selling, the company conducts advertisement to promote their products and shape the company’s brand. Evian uses enhanced visual expression in advertising makes provides its customers with a fascinating story as well as establishes an efficient brand association that fulfils customers’ preferences. The company’s advertisement strategy is one which fits their brand personality (Andrews and Shimp, 2017).

Evian uses a brand positioning approach, a quality and hugh-end drinking water that targets consumers with high-income (BrandRepublic, 2009). Therefore, the customers that love Evian not only loves the bottled water but also pursue their brand beliefs. Additionally, the advertising approach conveys pure features where the strategy uses an attractive image and an unexpected storyline. The series of the company advertisements, even though their products appear in an image, it is a beautiful picture that compares pure quality of their products. The company considers it important to focus on the features of their product and contents of advertisement even when there are shifts in the popular culture and transformations in the business environment (BrandRepublic, 2009). Part of Evian’s advertisement strategy is strengthening the association of their brand. The company uses clever narrative to convince consumers to accept their advertisement contents. Evian Water has also embarked on sales promotion of their products (Danone, 2015). They have developed a sympathetic and synergistic clever campaign follows copywriting and an art direction. The campaign is centred on the company’s value and on the products. Their sales promotion focuses on ‘the emotional selling proposition’ through brand personification. This approach has long-term results. For instance, the company came up with compactible bottles which are not special but are relevant (Danone, 2015). They say ‘what comes-from-the-environment goes-back-to-into-the-environment’ making the bottle appealing to people who care to keep the environment clean. Another ad involve a ritualistic bottle squashing, a satisfying squeeze resembling squeezing life from a coke can. Such ads are examples of ‘the emotional sell proposition’ and brand personification. Evian Water also does direct marketing on social media. They are able to do real-time service promotion on using social media as a vehicle of communication (Vidalon and Denis, 2017).

The real time direct promotion Evian Water has used is communicating with its customers via Twitter and making door-to door delivery of bottled water to the consumers (Mail online, 2013).

Application of Integrated Marketing Communication to Stakeholder Differentiation

Intergraded marketing communication techniques can be used by companies to differentiate stakeholders in their firm. Stakeholders are simply organisations or groups which become affected or impact a firm’s operation (Freeman, 1984). This definition considers individuals, groups that affect the objectives of a company like stakeholders as well as groups and individuals that are affected by achieving the objectives of a company such as stakeholders (Bruhn and Schnebelen, 2017). Local formal communities, environmentalists, government agencies and other entities also comprise these stakeholders (Bruhn and Schnebelen, 2017). These are major stakeholders of a firm who the market share directly affects. Other stakeholders are the external and internal interest groups that indirectly and directly affect the development and survival of a firm and the implementation of their strategic objectives (Kitchen, 2017). From the perspective consideration of integrated marketing communication, stakeholders can be managed and classified appropriately based on importance to the firm development and the implementation of their strategic objectives (Turner, 2017). With the help of integrated marketing communication, stakeholders are mainly divided into indirect stakeholders and direct stakeholders based on the interaction between the company and these groups (Turner, 2017). The introduction of the concept of stakeholders has immensely changed the entire integrated marketing communication framework and strategy (Valos et al., 2018). The change in this framework has led to new job descriptions for business professionals such as managers particularly marketers. The traditional roles for marketing managers in organisations are entirely different as compared to when the integrated marketing communication framework is used. It is now necessary that this position (Marketing manager) to understand marketing theory (Valos et al., 2018).

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Conclusion

The modern market is filled with advanced technology which has led to an outburst of information thus making it easier to find information about products and make purchases without literally physically visiting the market. The supply chain is also getting reduced significantly as consumers can make orders online and get their products delivered to them at their houses. Marketing has also gone online where advertisements are done on websites, on social media platforms and TVs and Radios. News can also be acquired online at the comfort of a couch using a phone. Therefore, companies need to develop marketing strategies that are in line with such changes. Businesses are also embracing sustainable marketing where those that do not employ green marketing could quickly go out of business. The whole integrated marketing communication theory has become advanced and innovated with the introduction of the stakeholder concept especially when the theory is made the centre of the integrated marketing communication strategy. With integrated marketing communication and stakeholder theory, a company’s top managers can think about their short-term actions as well as long-term developments. They can, therefore, transform their firm from transaction-oriented to one which is relationship-oriented (Turner, 2017).

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