Integrated Marketing Communication Campaigns of Companies

Question: Discuss about the Report for Integrated Marketing Communication of Campaigns of Companies. Answer: Introduction The approach of integrated marketing communication (IMC) is defined as achievement of goals of marketing campaigns of companies by the use of well coordinated various methods of promotions. It is intended as reinforcement of the goals along with integrated marketing communications of companies. The study will explain the role of IMC in formulating a marketing strategy. Two Australian agencies are chosen for describing the application of marketing communications in their companies. Implication of IMC in two Australian organizations The two companies of Australia that are using strategies of integrated marketing communications are Independent Grocers of Australia (IGA) and Eagle Boys. IGA is a supermarket chain in Australia. Metcash owns the company. On the other hand, Eagle Boys is an Australian based fast food restaurant serving pizza across the world. Both the companies are famous in their fields that are using different tools of integrated marketing communications (Mihart, 2012, p. 121). The approaches of IMC are advertising, public relations, targeted mailings, direct marketing, digital media, personal selling, sales promotion, trade promotions, in-store displays, etc. IGA uses mostly targeted mailings, in-store displays, public relations, etc. On the contrary, Eagle Boys uses in-store promotions, digital media and various types of sales promotions. Role of IMC in business and marketing strategy Marketing communications include communication of the companies with its customers. Customers are the base of growing business of every company. Marketing strategies are formulated based on IMC. Commercialization of any product or service is described by 4Ps namely product, price, place, and promotion. Approaches of IMC are planned by planning, organizing and monitoring various components of marketing and data that influence and control the brand reputation, informatics in the market (Castronovo Huang, 2012, p. 117). Hence, IMC is known as the bridging element between branding and commercialization. The components of IMC can be categorized into different groups such as media planning, brand partnerships, broadcast, interactive, outdoor, strategic planning and direct response. The objectives of implementing IMC in formulating marketing strategies of companies are cost savings, creative consistency, and customer preferences. Marketing campaigns aim in attracting customers by targeting needs and preferences of the customers (Reinold Tropp, 2012, p. 120). Digital approaches along with traditional methods of marketing campaigns focus on the transmission of the content through the available channels of communication. Marketers have to think from the perspective of a consumer regarding promotion of its product in the market. Hence, the trust-building aspect is addressed by the enterprises that are the main USP of customer relationship management. IMC and its application in the chosen organizations IMC is the way of transferring the communication content of the company to its products via different promotional techniques. Sustainability is the main criteria that different enterprises are focusing on expanding their business across the world. Communication is an important media which is required both inside the company and outside of customers. Use of internet in communicating the content through media channels is an effective way of reaching vast customer base across the world (Balmer, 2013, p. 300). Multinational companies worldwide focus on word of mouth (WOM) by implementing various approaches of IMC. In the modern competitive business world, enterprises focus on guerilla tactics, social media, and experiential marketing campaigns, etc. are used via approaches of IMC. Eagle Boys, the Australian fast food retail chain uses outside-in and strategic cross-functional approaches of IMC for maintaining brand reputation. The communication channels used by Eagle Boys vary from one country to another country according to the nature of the customers. It is very active on social media platforms for customer engagement (Eagle Boys, 2016). Apart from that, traditional innovative strategies are implemented such as eye-catching in-store displays, promotional offers, customized offers and discounts, etc. However, new product development based on taste preference of the customers is a vital area of development of the company. IGA on the other hand consistently focuses on customer needs by customizing their products according to their preference. Target mailings, tactics of direct marketing, personalized promotional offers; traditional advertisement methods, etc. are used by IGA to attract more customers as well as retaining the existing ones. The retail supermarket chain sustains in the competitive marketplace by following aggressive marketing techniques (Metcash Trading Limited, 2016). IMC approaches of the company are customer-centric. There are many advantages of two-way communication for the cross-functional IMC approach. The supermarket chain has many tactics in the sphere of customer relationship management to maintain a good relation with the customers. Conclusion The study focuses on various strategies of IMC implemented by the two Australian companies mentioned above. Apart from that, the concept of modern approaches and methods of IMC are also discussed in an elaborate manner. Communication is maintained at all levels both inside and outside the organization. However, by using tools of IMC, both the companies are successful in brand reputation in their respective market. References Balmer, J. M. (2013). Corporate heritage, corporate heritage marketing, and total corporate heritage communications: What are they? What of them?.Corporate Communications: An International Journal,18(3), 290-326. Castronovo, C., Huang, L. (2012). Social media in an alternative marketing communication model.Journal of Marketing Development and Competitiveness,6(1), 117. Eagle Boys. (2016). About Us. Retrieved from: https://www.eagleboys.com.au/Corporate/About-Us Metcash Trading Limited. (2016). About Us. Retrieved from: https://www.iga.com.au/about-iga/ Mihart, C. (2012). Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision-making process.International Journal of Marketing Studies,4(2), 121. Reinold, T., Tropp, J. (2012). Integrated marketing communications: How can we measure its effectiveness?.Journal of Marketing Communications,18(2), 113-132.