Principles for developing an integrated communications strategy. Integrated marketing communications: concept, strategies, management. Types of marketing - the essence of marketing

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37. METHODS OF MARKETING RESEARCH The Company may conduct marketing research by our own research department. In this case, specialists or specially trained personnel are used. Market research is carried out on a commercial basis

38. METHODS OF MARKETING SURVEYS The most effective survey methods are personal interviews, although they are quite expensive. Personal interviews can be individual and group. A group of 6-10 people gathers (focus group). It can be specially selected from people of one target

71. PROCESS OF COMMUNICATIONS A marketing communication system is a set of marketing communications designed to appeal to a buyer in order to effectively promote products to a consumer. A marketing communication system operates on

81. TYPES OF MARKETING SERVICES IN THE ENTERPRISE The main tasks and functions of marketing services, in essence, are the tasks and functions of marketing itself, described above. Therefore, marketing services are recommended to be organized in such a way that they provide all

5.4. Types of competitive strategies The purpose of a competitive strategy is to conduct business ethically in relation to competitors, to achieve competitive advantage in the market and create a circle of loyal customers. The competitive strategy should include short-term

7.1. The essence of marketing research In modern society, information processes and resources acquire a special place and importance. It is they who in the modern world are the first cause of both great successes and failures, disasters. “To live effectively,” wrote an American scientist

By questioning previous results, you can improve your skills.
Richard Blundel

The changes that have taken place in world marketing are characterized primarily by cardinal changes in the communication strategy. Competition forces companies to spend efforts not only on creating fundamentally new unique products, but also on creating unique promotion technologies.

The search for economical and at the same time effective ways of communicating with consumers is activated, without which the success and the very existence of the company are jeopardized. The conditions for the success of communication strategies are consumer knowledge, openness, and the company's communicative initiative.

While Belarusian manufacturers and specialists in the field of advertising, PR, etc. are trying to master new technologies for promoting goods and services for the domestic market, the global process is rapidly developing in the direction of integration - painfully familiar, but, in fact, incomprehensible to Belarusians term. Promotion strategies today are not seen as the sum of active communications everywhere, often bigger and louder.

The modern approach is an integrated communicative complex of the most rationalized and optimized influence of the manufacturer on the decision-making process of the client. Thanks to this approach, the famous formula of advertisers has already been refuted today: "I know for sure that half of advertising money is wasted, but I don't know how much." A formula that was for many advertisers an excuse to the client for not always efficient spending of the marketing budget.

The trend towards integrating marketing communications with other elements of the marketing mix is ​​one of the most significant marketing developments of the 1990s. The integration stage passed and overcame various barriers in the minds and stereotypes of the behavior of the staff and company management.

The integrated marketing communications (IMC) - integrated marketing communications - a concept that combines all methods and means of communication into a single complex - advertising, PR, personal selling, sales promotion, Internet marketing channels, direct marketing complex.

As arguments “for”, experts refer to the fact that, firstly, thanks to the IMC, a single funding is introduced and the eternal dispute over budgets in different areas, which takes time and effort, is eliminated. For Belarus, this argument is not yet convincing, because. there is no problem of in-house lobbying of advertising and PR specialists. There is more global problem lobbying for active marketing and marketing communications in most private, joint-stock, and even more so state-owned enterprises.

Secondly, there is a single “control center” for the product promotion campaign, which is designed to unite the efforts of all specialists. The IMC campaign involves not only specialists from the marketing and advertising departments, but also technical specialists and production managers.

Thirdly, systematic campaign planning is being introduced. This eliminates the effect of "discordant sound" of various and sometimes even contradictory "messages" about the product, appeals from different persons, various departments and specialists.

The basic principles of the IMC come down to several important theses:

Thanks to IMC, the place of communications in the marketing mix changes:

The place of communications in the marketing mix. Stereotypical and advanced approaches

Zhanna Grinyuk Director of the Center for System Business Technologies SATIO

In a dynamically developing market and growing competition, any company is interested in achieving attention potential buyers. And most effective method achieving such a goal is the combined use of methods and tools feedback with the consumer.

What are communications (IMC)

This term should be understood as the process of establishing a connection with the end consumer, which differs from those methods used by large advertisers. In fact, the IMC implies the planning of marketing communications, which are based on the need to evaluate their (communications) separate areas and strategic role.

In the IMC process, all means of influence, programs and messages are consolidated, combined and directed to potential or actual consumers of the company's services and products.

Why IMC should be considered relevant

The concept of integrated marketing communications did not appear by chance. The idea of ​​such measures to promote goods and services became popular already in the 90s. The reason why this system was found to be practical lies in the fact that the traditional ones could no longer provide the level of efficiency necessary for the successful development of companies in a changing market.

Therefore, many enterprises have gone through the combined use of various marketing communications tools, the total impact of which turned out to be much more effective than the influence of each direction separately. In addition, IMC allowed companies to consolidate budgets, optimize them and get more tangible returns.

BCI concept

Obviously, that inevitably implies certain marketing communications. The integrated approach, in turn, leads to the solution of two problems that are related to each other.

The first task of the IMC is to create messages of a communication nature, in which various means of the QMS (standard communication system) will be used, which do not contradict each other and are quite easily coordinated with each other. As a result, a single positive image of the communicator is formed.

The second goal of the IMC is to define maximizing the level of effectiveness of marketing communications by finding the most suitable combinations of synthetic and fixed means of the QMS.

The essence of the QMS

In the process of implementing integrated methods, the tools of a standard communication system are used. We are talking about a combination of such elements as subjects, channels, means and forms of interaction, as well as direct and feedback links used in the process of the marketing system with representatives of the external environment.

Using these tools, you can clearly and attractively convey the essence of the marketing message to the end consumer. It is important to take into account the fact that the cost of the goods can also be used as effective way transfer of information about the product (expensive, therefore, high-quality).

All these elements of integrated marketing communications, including the product itself, as well as its cost, make it possible to convey key information about the company's offer to the representatives of the target audience.

Simultaneous use of several types of presentation and feedback is profitable strategy, which is significantly superior in its effectiveness to the use of any one technique.

Key issues within the IMC strategy

The concept of integrated marketing communications involves getting an answer to 3 key questions:

1. At what points in the marketing channels is the most effective reaching of the buyer and the increase in the reaction rate in favor of purchasing the company's products?
2. What scheme of combining sales promotion and advertising is the most effective in achieving communication goals?
3. How competent is the appeal and each type of advertising communication with the overall positioning of the brand from the standpoint of their combined interaction?

The answers to these questions make it possible to draw up a competent plan for the implementation of the IMC within the framework of specific tasks.

Elements of the IMC

An integrated marketing communications system consists of several key elements:

• Public relations (public relations).
• Direct marketing. This includes Internet and TV marketing. Speaking about promotion through television, it is worth noting that it comes down to providing the viewer with the opportunity to place an order for a product while at home, after he sees a specific product in action and familiarizes himself with its characteristics. In the Internet space, the same principle is used, only the possibilities of promotion in this case are much higher.
• Advertising. These are certain measures, the purpose of which is the effective achievement of any marketing task.
• Stimulating demand for a product by introducing additional benefits and, as a result, increasing benefits.
• Business and retail advertising. The process of interacting with competitors in retail always leads to fleeting changes. This is explained by the fact that corporations often come to the market with a product that is dynamically moving forward.

• Complex of integrated marketing communications. It implies the use of international advertising. This is an advertising campaign that goes beyond the country where the manufacturer is located. At the same time, for such a level of promotion, the product must be a leader in its niche.
• Fairs and exhibitions. We are talking about events in which the manufacturing company is directly involved, presenting its products to the end consumer.
• Enterprise plan. It means overall strategy product promotion using various marketing tools.

BCI performance

The modern concept of integrated marketing communications involves the use of certain principles. One of them is efficiency.

The essence of this principle is to use both initially planned events and those circumstances that arise involuntarily to implement the processes of strategic communications. It should be understood that any well-analyzed information is potentially capable of causing the formation of a BCI complex. Moreover, you can make an informational occasion from virtually any division of the company's internal data flows.

The principle of openness

In this case, we are talking about a horizontal form of communication with partners of the enterprise. This allows you to make the business more sustainable, so it is important to focus on an open attitude towards the possibility of developing partnerships. A good example of the implementation of this principle within the framework of the strategy of integrated marketing communications are joint companies to promote the goods of such famous brands like McDonald's and Coca-Cola. Now you can often find promotions for manufacturers of washing machines and powder, sweets and tea, wine and cheese. With this approach, in addition to increasing the level of effectiveness of marketing measures, opportunities open up for optimizing their budget.

Personalization as an IMC principle

The result that the implementation of this principle brings makes many companies use it stably and actively. Personalization should be understood as the formation of a personal relationship with each client of the company. Of course, such an approach will require a lot of costs and efforts, since it will be necessary to develop both new technical equipment and special projects.

Moreover, the availability of specific skills from the staff will also be required. But in the end, the company will receive a high level of customer loyalty and, as a result, a significant increase in sales.

Synergy

This principle, through which integrated marketing communications are organized, can be defined as the main one, since it implies the competent interaction of all components of the IMC. The fact that a combination of promotional measures is much more effective than their simple summation has been proven time and again by the experience of various companies.

One of good examples implementation of the principle of synergy can be called student sales teams in contact with potential consumers on the street. Such activities involve virtually all methods, the use of which implies the concept of integrated marketing communications:

• the demand for specific types of products is assessed;
• there is direct contact with representatives of the target audience;

• by solving such a social problem as youth employment, the company gets the opportunity to enter government contacts, which opens up new prospects for business development;
• a salesperson dressed in branded clothing is a source of constant advertising.

Obviously, the principle of synergy makes it possible to use virtually all elements of the IMC, and with high level productivity.

Integratable Marketing Communications: Structure on the Internet

The use of a combined method in the online field implies the presence of certain factors that play an important role in achieving the goal.

• Competitive environment. The advantage of analyzing competitors on the Internet comes down to quite simple ways tracking their activities and rankings. Moreover, due to the fact that all information on the web is presented in digital form, statistics collection systems can easily acquire the necessary data on the most popular resources of competing companies.

• Price formation speed. The manufacturer has the ability to set dynamic pricing for products within the network. These can be, for example, discounts on the purchase of goods when purchasing a certain number of units.
• Feedback. We are talking about the possibility of feedback through the site and special forums.
• Data update. Thanks to the content management tools that are available on the Internet, the company gets the opportunity to change both the form of communication and the information itself at any convenient time.
• Management of integrated marketing communications within the network. It implies the use of the personalization factor. This technique is most relevant when working with banner advertising on websites, within which specific users are personalized. This approach is used by industry portals, websites and other resources.
• Free communication. It is no secret that with the help of Internet resources, various rumors can be quickly spread. This opportunity is often used by various firms to reduce efficiency. advertising campaigns competing business structures.
• Flexible PR opportunities targeted at representatives of the target audience. In this case, we are talking about the possibility various formats submission of materials designed to build brand loyalty and promote specific products. Specially prepared materials can be used for the selected audience.

conclusions

As a result, it can be noted that integrated marketing communications are the most effective and fast-acting strategy for promoting both a brand and a particular product on the market.