integrated marketing - manu melwin joy
TRANSCRIPT
Integrated Marketing
Prepared By Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.Phone – 9744551114
Mail – [email protected]
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Integrated Marketing
• Integrated Marketing is an
approach to creating a
unified and seamless
experience for consumers
to interact with the
brand/enterprise
Integrated Marketing
• It attempts to meld all
aspects of marketing
communication such as
advertising, sales promotion,
public relations, direct
marketing, and social media
Integrated Marketing
• It is a process designed to
ensure that all messaging
and communications
strategies are consistent
across all channels and are
centered on the customer.
Integrated marketing communications
• Originally marketing was
focused around the 4P's
(product, price, place and
promotion) which narrowed
companies perspectives to
concentrate on their internal
concepts.
Integrated marketing communications
• The idea of integrated
marketing communications
was first instigated in 1993 by
Don E. Schultz, a professor
most notable for his study and
contributions toward IMC.
Integrated marketing communications
• Schultz revolutionised the
4P's concept by changing it
with the 4C's model. The
four parts include;
consumer, communication,
convenience and cost.
Integrated marketing communications
• This switched the attention
towards a consumer
orientated outlook which
took into consideration
their needs and wants.
IMC Categories• Inside–out approach– The inside–out approach
to integrated marketing communications has a one sided view point as it combines the elements of communication and marketing to create a single unified message
IMC Categories
• Outside–in approach
– The outside–in approach
of integrated marketing
communications seeks to
understand the needs
and wants of the
consumer
IMC Categories• Cross-functional
strategic approach– Cross-functional strategic
approach of integrated marketing communications diverges away from the other two categories, it does not centre around the concept of marketing promotional elements
