Integrated Marketing Communication Overview

Executive Summary

At the basic level of integrated marketing communication or IMC, it means a process of integrating all tools of promotion for them to work in harmony (Andrews and Shimp, 2017). Promotion is among the Ps of marketing mix with independent communication tools. All the tools of communication work efficiently in harmony instead of in isolation. Their total is more significant as compared to their independent parts when they are consistently speaking together in unison. Other integration levels exist like internal, horizontal, data integration and external integration. These different integration levels help strengthen IMC in the different ways (Andrews, and Shimp, 2017). Horizontal integration happens across firms marketing mix and their business functions such as finance, communication, and production (Luxton, Reid and Mavondo, 2015). The business functions and marketing mix work together in a manner that a message is passed to customers. While various departments like direct mail, advertising and sales can support one another by data integration, a marketing system of information is still needed that can collect as well as share appropriate information through different departments. Vertical integration, on the other hand, means communication and marketing objectives that support higher corporate levels or missions and goals (Luxton, Reid and Mavondo, 2015). With internal integration, internal marketing is required where all employees are kept motivated and informed concerning new developments from new standards of services to new advertisements and corporate identities. Lastly, external integration needs external partners like advertising who work together closely to deliver specific seamless, integrated and cohesive messages and solutions (Saenko et al., 2016). For those seeking guidance in this area, marketing dissertation help can provide essential insights. This essay will review the IMC concept.

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. 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). When developing a marketing plan, Evian Water Company can analyse their current situation. Understanding their current situation 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 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.

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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.

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