Set S.M.A.R.T. Goals After determining campaign objectives, marketers should set specific goals for their IMC programs using S.M.A.R.T. criteria aligned with the marketing strategy. S.M.A.R.T. is acronym organizations and managers use to set clear, measurable goals. Used in the business world inside and outside marketing, S.M.A.R.T. comes from the work of George T. Doran.[2] He proposed that each level of the organization should set goals that are: Specific: target a specific area for… Read More »Set S.M.A.R.T. Goals

Engagement Strategies In the age of IMC, it is essential for marketers to think creatively about what they are trying to accomplish with target customers through the campaign. Beyond just “pushing” a product through channel partners or “pulling” a customer in through advertising and awareness-building, marketers should consider how the campaign will draw attention, make an impact, and invite target audiences to take action amidst a crowded marketplace. Exposure alone is no longer… Read More »Engagement Strategies

Laying the Foundation for Effective Marketing Campaigns To use integrated marketing communication (IMC) effectively in marketing campaigns, marketers go through several planning steps to define precisely what they want to accomplish and with whom. Only with this information can they be sure they are identifying the right message and promotional mix to achieve their goals. Standard marketing campaign planning steps include the following: Determine the target market Determine purpose and objectives for the… Read More »Laying the Foundation for Effective Marketing Campaigns

Introduction to IMC Objectives and Approach What you’ll learn to do: explain factors to consider when selecting marketing communication methods to execute the strategy It’s clear that with the growing proliferation of communication tools and methods,  integrated marketing communications are the way of the future—and now. Seemingly every day brings a new social media tool or digital marketing technique to engage people in new ways. Traditional marketing communications methods and media are also… Read More »Introduction to IMC Objectives and Approach

Introduction to the Marketing Message What you’ll learn to do: discuss how to develop effective messaging for marketing communications At the center of any successful marketing activity is a message. Without a solid, consistent message, your marketing efforts are like a compass without an arrow: there is nothing to point your target audiences in the direction you want them to go. Good messaging takes time and attention to develop, but this… Read More »how to develop effective messaging for marketing communications

Marketing Campaigns and IMC LEARNING OBJECTIVES Explain how marketers use IMC in their campaigns in order to execute marketing strategy The Marketing Campaign Determining which marketing communication methods and tools to use and how best to combine them is a challenge for any marketer planning a promotional strategy. To aid the planning process, marketing managers often use a campaign approach.  A campaign is a planned, coordinated series of marketing communication efforts built around a single theme… Read More »Marketing Campaigns and IMC

The Promotion Mix: Marketing Communication Methods The promotion mix refers to how marketers combine a range of marketing communication methods to execute their marketing activities. Different methods of marketing communication have distinct advantages and complexities, and it requires skill and experience to deploy them effectively. Not surprisingly, marketing communication methods evolve over time as new communication tools and capabilities become available to marketers and the people they target. Seven common methods of marketing… Read More »The Promotion Mix: Marketing Communication Methods

What Is Marketing Communication? Defining marketing communication is tricky because, in a real sense, everything an organization does has communication potential. The price placed on a product communicates something very specific about the product. A company that chooses to distribute its products strictly through discount stores sends a distinct message to the market. Marketing communication refers to activities deliberately focused on promoting an offering among target audiences. The following definition helps to… Read More »What Is Marketing Communication?

Integrated Marketing Communication (IMC) Definition LEARNING OBJECTIVES Define integrated marketing communication (IMC) Explain how IMC strengthens the impact of marketing communication tools List the primary marketing communication methods marketers use as part of their IMC strategy IMC: Making an Impact with Marketing Communication Having a great product available to your customers at a great price does absolutely nothing for you if your customers don’t know about it. That’s where promotion… Read More »Integrated Marketing Communication (IMC) Definition

Introduction to Integrated Marketing Communication (IMC) What you’ll learn to do: explain integrated marketing communication (IMC) and its connection to the organization’s marketing strategy Promotion is a powerful part of the marketing mix because it determines what and how you communicate with target audiences. In today’s world, promotion often has a fancy name: integrated marketing communication (IMC). Why the fancy name? The number and variety of marketing communication tools have proliferated with the… Read More »integrated marketing communication (IMC) and its connection to the organization’s marketing strategy