Integrated Marketing Communication

Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firm's business-to-business, marketing channel, customer-focused, and internally directed communications. Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.

• Not PRODUCT, but CONSUMER

You have to understand what the consumers' wants and needs are. Times have changed and you can no longer sell whatever you can make. The product characteristics have to match the specifics of what someone wants to buy. And part of what the consumer is buying is the personal "buying experience."

• Not PRICE, but COST

Understand the consumer's cost to satisfy the want or need. The product price may be only one part of the consumer's cost structure. Often it is the cost of time to drive somewhere, the cost of conscience of what you buy, the cost of guilt for not treating the kids, the investment a consumer is willing to make to avoid risk, etc.

• Not PLACE, but CONVENIENCE

As above, turn the standard logic around. Think convenience of the buying experience and then relate that to a delivery mechanism. Consider all possible definitions of "convenience" as it relates to satisfying the consumer's wants and needs. Convenience may include aspects of the physical or virtual location, access ease, transaction service time, and hours of availability.

• Not PROMOTION, but COMMUNICATION

Communicate,many mediums working together to present a unified message with a feedback mechanism to make the communication two-way. And be sure to include an understanding of non-traditional mediums, such as word of mouth and how it can influence your position in the consumer's mind. How many ways can a customer hear (or see) the same message through the course of the day, each message reinforcing the earlier images?
 
  Source: francisanderson.wordpress.com

 IMC Indonesia

Sejarah

Memasuki awal tahun 1990-an, kegiatan bisnis, khususnya pemasaran tidak lagi mengacu kepada strategi pemasaran tradisional, melainkan lebih mengacu pada strategi pemasaran modern dengan konsep 4P (Product, Price, Place, Promotion). Kemunculan strategi 4P inilah yang menandai munculnya komunikasi pemasaran terpadu, dengan tidak hanya menggunakan iklan melainkan juga mengguakan PR.

Tujuan

Tujuan yang ingin dicapai IMC adalah untuk memengaruhi masyarakat dengan elemen promosinya sampai ke tingkat kognisi, affeksi, dan konasi. Elemen promosi yang digunakan terbagi atas soft sell dan hard sell.

Soft sell berupa advertising, public relation, CSR, interactive marketing yang bertujuan untuk memengaruhi konsumen ke tingkat kognisi dan affeksi. Sedangkan, hardsell berupa personal selling, direct marketing, sales promotion untuk memengaruhi konsumen ke tingkat konasi.

Tahapan Revolusi IMC

1. Koodinasi taktis santo. Meliputi pengkombinasian komunikasi interpersonal dan cross-functional sebagai elemen promosi. Mampu melihat tujuan secara spesifik yang disesuaikan dengan tools penjualannya.
2. Mendefinisikan Ruang Lingkup Marketing Komunikasi. Meliputi perluasan elemen komunikasi, memberikan informasi kepada pelanggan, dan mengevaluasi feedback.
3. Mengaplikasikan teknologi informasi. Memanfaatkan teknologi informasi dengan membuat database manajemen untuk mengelola hubungan dengan konsumen.
4. Integrasi Strategik dan Keuangan. Menyelaraskan program komunikasi dengan program keuangan dan memperkirakan Return on Customer Investment (aliran dana masuk dari konsumen).

Strategi IMC

• Target Market vs Target Audience. Target market merupakan siapa yang mengonsumsi produk kita. Target audience merupakan siapa yang menjadi sasaran program komunikasi.

• Message Strategy. Meliputi konsep, penetrasi pesan (pendekatan dan daya tarik), serta eksekusi pesan.

• Media Strategy. Kombinasi penggunaan media massa, interpersonal, dan interaktif.

• Line Elements. Meliputi soft-sell dan hard-sell.

• Budget. Top-down atau bottom-up.

Proses Perencanaan IMC

Dalam melaksanakan IMC, perlu merencanakan 5 hal sebagai berikut :

• Mengidentifikasi konsumen dan kemajuan.

• Memperkirakan konsumen dan nilai kemajuan.

• Merencanakan pesan komunikasi.

• Memperkirakan aliran dana masuk dari konsumen.

• Mengadakan evaluasi setelah membeli dan analisis masa depan akan permintaan konsumen terhadap produk.

source: en.wikipedia.org