Digital Transformation and Management
Integrated Marketing Communications
Integrated marketing communications (IMC) is the use of marketing strategies to optimise the communication of a consistent message of the company’s brands to stakeholders. Coupling methods together improves communication as it harnesses the benefits of each channel, which when combined together builds a clearer and vaster impact than if used individually.
Strategic communication is an umbrella term to describe the activities of disciplines including public relations, management communication, and advertising. However, strategic communication is also increasingly recognized as a developing subfield within communication. As such, it explores the capacity of all organizations—not only corporations, but also not-for-profit organizations (including advocacy and activist groups) and government—for engaging in purposeful communication.
Branding and Corporate Identity
An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
The activity or profession of producing information for promoting the sale of commercial products or services.
The profession or practice of creating and maintaining goodwill of an organization’s various publics (customers, employees, investors, suppliers, etc.), usually through publicity and other non paid forms of communication. These efforts may also include support of arts, charitable causes, education, sporting events, and other civic engagements.
Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics. Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy.
- Brand activation, sometimes called brand engagement which focuses on building a longer term emotional connection between the brand and the customer.
- Activation based on direct-response marketing will focus on generating immediate sales transactions.