Marketing Communication
When it comes to integrated marketing communication, an easy way to make it understood is to be aware that, currently, facing strong competition between organizations, marketers must make sure that the messages that reach customers and consumers about products and services are concise and integrated, that is, each component of the organization involved in the marketing and commercialization of a product or service must convey the same message to the potential customer in a simple and easy way. easy interpretation, ie the members of the company as a whole have to be involved in the marketing and marketing of a product or service must convey the same message to the customer.
Because of this, the management of organizations (entrepreneurs, administrators, etc...) it is necessary to make sure that the messages that will be sent to the target audience (customers/consumers) are accurate, concise and consistent, integrated with the entire context of the organization of the company as a whole.
The communication established with customers needs to be a communication literally in an articulated way, integrating the different efforts of the communication mix (and the marketing mix), to achieve the best possible results, so everyone involved needs to be informed and guided about the product or service, communication campaign, so that no one who is involved with communication in the organization, directly or indirectly.
Any problem in marketing communication, any noise or distortion between what you wanted to communicate and what the communication actually was can be very harmful to the company as a whole.
Whenever customers or consumers receive different types of messages about the same product, it makes it difficult for them to choose the best message to be better interpreted and taken seriously.
Organizations must be aware that all actions and variables in marketing and communication affect each other, in addition to affecting customers and consumers. Communication variables affect marketing and that is why an organization's communication efforts must be integrated the result of this integration is the creation of a synergy, that the combined efforts of all the parties involved separately, is the idea that the integrated action of all generates a greater result.
Therefore, INTEGRATED MARKETING COMMUNICATION involves the dissemination of the product of the product or service which for the marketing mix (4PS, PRODUCT, SQUARE, PRICE, PROMOTION), meaning that the P compound of the product is what receives the most attention. The CIM compound is formed by various forms of communication, including advertising, sales promotion, direct marketing, digital marketing, personal sales and public relations.