Phones such as the one pictured provide a source of information for consumers and a new medium for advertisers to deliver information. Some consumers feel lost without their cell phones. Some forecasts indicate that companies will spend almost 27 percent of their total promotional budgets, or $160 billion, on electronic or non-traditional media by 2012.
As the media landscape changes, the money that organizations spend on different types of communication will change as well. The work and social environments are changing, with more people having virtual offices and texting on their cell phones or communicating through social media sites such as Facebook, LinkedIn, Pinterest, and Twitter. Many consumers and business professionals seek information and connect with other people and businesses from their computers and phones. Video Clip : The “We Understand” at FedEx Shows Customers that They Understand and Can Satisfy Their Needs Watch the following videos to see examples of commercials in the FedEx campaigns. With IMC, organizations can coordinate their messages to build the brand and develop strong customer relationships while also helping customers satisfy their needs.įedEx’s recent campaign, the “We Understand” tagline launched in 2009 and the “Solutions that Matter” tagline launched in 2011, illustrate examples of IMC campaigns they used to deliver a consistent message across all media channels including television commercials, e-mails, social media, mobile marketing, direct mail, and the FedEx channel on YouTube (Dilworth, 2010). Marketers must organize and assemble available information to build a consistent brand message and make it relevant. With access to many sources of information and often an interest in interactive media, consumers may collect more product information on their own. Video Clip : So Many Possibilities for Enjoying SoupĬampbell’s soup pleases people of all ages.Ĭhanges in communication technology and instant access to information through tools such as the Internet and social media (online communication among interdependent and interconnected networks of organizations, people, and communities) explain one of the reasons why integrated marketing communications have become so important. Video Clip A Meal : That’s Always Popular with the Group But can you figure out who is in the two target audiences?
You’ll notice that the message Campbell’s gets across is consistent. Although the messages are very similar, Campbell’s uses two variations of commercials designed to target different consumers. Delivering consistent information about a brand or an organization helps establish it in the minds of consumers and potential customers across target markets. For example, Campbell’s Soup Company typically includes the “Mm, mm good” slogan in the print ads it places in newspapers and magazines, in ads on the Internet, and in commercials on television and radio.
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Integrated marketing communications (IMC) provide an approach designed to deliver one consistent message to buyers through an organization’s promotions that may span all different types of media such as TV, radio, magazines, the Internet, mobile phones, professional selling, and social media. Once companies have developed products and services, they must communicate the value and benefits of the offerings to current and potential customers in both business-to-business (B2B) and business-to-consumer (B2C) markets.
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