Integrated marketing communications: elements, strategies, management. Strategy and tactics imk Strategies imk

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The concept of integrated marketing communications is a set of all types of communications in the marketing activities of the company, which are used to achieve a specific goal. All elements complement each other, due to which synergistic processes arise. Synergy makes it possible to achieve the efficiency that cannot be obtained by using communications separately.

Tasks and principles of IMC

The concept of integrated marketing communications involves the solution of two main tasks that are interconnected. First, a system of communication messages should be created on the basis of marketing communications tools. At the same time, the IMC means should not contradict each other.

The second task is to maximize the effectiveness of the application of marketing communications by finding the optimal combination of various tools. To do this, it is necessary to use BCI means in various combinations within a specified time period in order to identify the most suitable combination.

The main principle of marketing communications is synergy. It makes it possible to build work in such a way that IMCs support each other. In this case, the effect will be much higher than the result obtained in total from each individual communication.

The second principle is openness. The firm should be open to cooperation with other enterprises. This allows you to achieve better business results. A striking example is the cooperation between Coca-Cola and McDonald's.

Goals of the IMC

Integrable Marketing communications used to solve many communication problems. Marketers and experts identify 8 main goals that must be achieved:

• increased sales promotion;
• holding events for the presentation of new products;
• reminders of past promotions;
• providing the buyer with all information on the product;
• incentives for implementers;
• holding shares;
• formation of demand;
• collection of information and presentation of arguments in favor of purchasing the product.

All of these goals can be divided into a large number of private tasks that are objects of the IMC.

Promotion Complex

The term "promotion complex" should be understood as common system integrated marketing communications. It enables marketers to analyze the whole where previously specialists saw individual elements. This approach allows you to look at the IMC through the eyes of the buyer.

The classic complex of integrated marketing communications consists of 4 main elements:

• advertising;
• personal selling;
• public relations;
• sales promotion.

Over time, their number has expanded. Identity, souvenir advertising, sponsorship and branding were added to the list of integrated marketing communications tools.

These tools of the integrated marketing communications system allow you to develop a comprehensive advertising campaign. Despite the fact that the IMC concept involves the use of a large number of tools, it is not necessary to use advertising, sales promotion, propaganda and personal selling at the same time to achieve the desired result.

At the initial stages of product promotion, marketers need to segment in order to determine the target group of customers. This is what influences which integrated marketing communications tools you need to use. The result of the application of the IMC is the increase in the volume of nailed and the number of goods sold.

Means and techniques

To achieve the goals of the advertising campaign, a number of means and techniques are used. All means of integrated marketing communications can be divided into two broad categories: external and internal. The former are used to attract more visitors to the store, while the latter are aimed at creating an attractive interior and psychological excitement, which should push the customer to make a purchase.

Outside media can be signage, icespotpers, mannequins, storefronts, and pictures of people outside stores. Internal means include design, inventory, smells, music, hall decoration, the manner of communication of employees.

The main methods of integrated marketing communications are mobiles - large structures made of cardboard that cling to the ceiling above the place where goods are sold; wobblers - small devices mounted on legs and pointing to the goods; and jumbi - huge figures that repeat the shape of the product, for example, a juice bag, a bottle of mineral water, a box of chocolates, etc. Also, large supermarkets may have large displays on which promotional videos are played.

Advertising

To study the concept of integrated marketing communications, it is necessary to consider such a direction as advertising. With its help, the company distributes information about its product in order to form consumer interest in the product or service.

• anti-advertising;
• counter-advertising;
• social;
• a commercial;
• political.

Anti-advertising is used in order to reduce the buyer's interest in a particular product. And counter-advertising is a tool for refutation negative information about a product or service. Often these two species are related to each other. Counter-advertising can be a company's response to the actions of competitors.

By location, this element of integrated marketing communications is divided into indoor, outdoor, media advertising and BTL. The first two types differ only in that in the case of indoor advertising, ads are placed indoors, while outdoor advertising involves placing ads on the street.

Advertising in the media is the most common and effective type. But good results come at a cost. It is customary to refer advertising on television, on radio and on the Internet to this element of the IMC. The latter has become very popular in last years. BTL advertising tools are conferences, viral marketing, mailing lists, sponsorship and other methods of work.

Internet advertising

This type of advertising began to gain popularity a few years ago and on this moment it is one of the most comfortable and effective ways promotion of goods. To achieve the desired results of an advertising campaign deployed on the Internet, it is necessary to choose the right platform for placing ads.

One of these is the social network "VKontakte", which has several hundred million users. To advertise in the most popular social network CIS targeting is used. This promotion method allows you to select the target audience, thereby weeding out all unnecessary social network users who will not be interested in buying a product.

Sales promotion

Sales promotion is another tool for integrated marketing communications. It is a series of sequential activities aimed at promoting sales throughout the product movement channel. The purpose of applying sales promotion is to increase the speed of sales of the company's products.

This element of the BCI is divided into two categories: stimulation retail and buyers. The first type involves the conclusion of additional transactions with sellers and holding competitions for them. The second includes discounts, drawings, promotions and loyalty programs.

Sales promotion events are held at the points of sale of products. In order to achieve a greater effect, some companies run a small advertising campaign to inform customers about the planned events.

Personal selling

Personal selling is a way of promoting products, according to which the seller has a personal contact with the buyer. In the course of communication, the client can ask questions in order to find out all the information he is interested in regarding the product or service. Personal selling is designed to solve the following tasks: finding a buyer, persuading the client to test the product, maintaining feedback.

Compared to other types of integrated marketing communications, personal selling has the following advantages:

• dialog;
• the possibility of establishing long-term business relations between buyer and seller;
• the presence of feedback;
• convenience for customers;
• individual attention to each individual client;
• the ability to inform a large number of potential buyers;
• the presence of personal contact between contractors;
• the possibility of accumulating information regarding the demand for products;
• high level of performance.

Despite a number of positive aspects, this element of the BCI also has disadvantages. Firstly, a very strong influence on the behavioral culture of the buyer is influenced by the presence of negative traits in the seller. Second, personal selling is expensive. Thirdly, this type of integrated marketing communications is characterized by a limited number of connections due to the presence of a time frame.

Public relations

Public relations is one of the technologies that is used in the system of integrated marketing communications. It is a public opinion management process. There are two main tasks that must be solved with the help of a PR campaign. First, public relations must establish contact between buyers and sellers. Secondly, with their help, companies promote their goods and services in a competitive market.

According to many experts, public relations should be considered the fifth element of the marketing mix along with price, promotion, product and sales. The difference between public relations and marketing communications is that the latter promotes the company's products, while PR promotes organizations and people. Thus, due to the fact that public relations are part of integrated marketing communications, the latter go beyond the classical market segment.

Branding

The term "branding" is the process of creating a company's image over a certain period of time. The main principle is the correspondence between the quality of goods / services that are promoted by the company to the market and the needs of society.

One of the key stages of branding is the development of integrated marketing communications. It consists of the following components:

• media plan;
• development and placement of promotional products;
• loyalty programs.

A media plan is a set of channels through which advertising will be placed. It is created in order to learn the maximum possible effect from the company's advertising campaign.

IMC strategies

There are 4 main strategies for integrated marketing communications:

• intensive development;
• extensive development;
• competitive
• trusting relationships.

The first type has a second name - the consumer increase strategy. It is used to increase the secondary demand for the company's products. Using the strategy makes it possible to increase the intensity of purchases, the popularity of the product, and also creates new ways to use the company's product.

The extensive development strategy is aimed at increasing primary demand. Her main goal is to conquer new markets and customers. It is chosen in cases where the market is not saturated and is in a state of stagnation. The primary demand strategy is used when a firm plans to enter a new market. This gives her the opportunity to increase her popularity and earn a positive image.

Competitive strategy allows the company to analyze the products of other companies. Depending on the data received, the firm can choose a behavior model that will be most effective in a competitive environment.

The main objective of the trust strategy is to create existing customers. At their expense, the company can attract new customers. To achieve these goals, advertising tools and improving the image of the product are used.

IMC management

To implement any strategy, it is necessary to choose a model for managing integrated marketing communications. Most effective management involves the use of various BCI tools. The choice of instruments is influenced by the willingness of the company's customers to make a purchase of goods.

Any model consists of the following stages:

• analysis of the market situation;
• development of goals and formation of IMC tasks, as well as their coordination with the goals and objectives of the enterprise's marketing activities;
• choice of strategy;
• development of the structure of integrated marketing communications;
• choice of BCI instruments;
• implementation;
• monitoring of the BCI implementation process and performance control.

There are 4 stages of readiness of buyers:

• awareness;
• perception;
• purchase;
• repurchase.

The cost of personal selling and sales promotion increases at each stage. At the same time, advertising costs are falling.

In the conditions of market relations, the main and determining factor in the economic well-being of the company is the effectiveness of marketing communications aimed at maximizing customer satisfaction in goods and services.

Recently, companies have paid great attention to the development of integrated communications.

The marketing communications management process in practice uses integrated communications (or "communication wheel"), which includes advertising, direct marketing, promotion system, personal selling, public relations, exhibition marketing, interactive marketing, corporate awareness, sponsorship. Moreover, direct marketing involves several communication methods, including telephone marketing, direct mail, and advertising campaigns by the corporation. Of great importance is the communication "corporate awareness", which manifests itself through cumulative contacts with members of the public, including architectural design, form style, organizational culture, brand popularity, service maintenance clients.

The process of managing integrated marketing communications provides for the following areas:

• coordination of marketing communications with corporate goals (vertical integration). At the same time, the support of senior managers is necessary not only on integration issues, but also on the forms of communication implementation. This becomes possible with a clear formulation of communication goals and objectives for gaining a strong position in the sales markets;
• coordination of the marketing communications strategy with the functional activities of corporate units (horizontal integration). In the process of coordination, a clear marketing communications program is needed, which must be realistic in execution both in terms of timing and sources of covering the need;
• integration within the marketing set, i.e. considering product, price, distribution, promotion and public relations. The brand of the company is of decisive importance, integrating both the message and the corporate method of attracting the attention of target audiences of buyers;
• financial integration. Start with a zero budget and include the cost of the communication channel and the total costs for the sections of the communication program necessary to achieve the selected goals;
• positioning integration involves, first of all, the use of the latest information technologies, news releases, organization of presentations, participation in industry exhibitions, social events to strengthen corporate influence, competitive advantage, market sustainability.

The implementation of integrated marketing communications has specific advantages: in the long run, it is always possible to increase sales and achieve the intended profit; to achieve purity of the communication channel as a result of breaking through barriers and obstacles; saved cash by removing parallelism, duplication within execution single program. The corporate efforts of the company's management should be primarily directed to the development of communication marketing strategies.

A firm's strategy is a logical scheme of activities by which the company hopes to achieve its objectives.

Marketing communications management is a purposeful activity of a company to regulate market stability through information technology, elements of promotion, advertising, organization of an exhibition, public relations, taking into account the influence of market patterns and trends.

The marketing communications management process involves a comprehensive development of solutions for the content of communications, justification and choice of strategy, public relations and social and corporate responsibility.

Any company strives to have an optimal set of communications that provides a marketing management system. When justifying a set of marketing communications, it is necessary to carefully consider the main components, criteria and sequence of stages in the development of communication strategies.

The modern business environment is unreliable and dangerous. For every company in the highest degree it is important to have your own communications aimed at achieving the mission, taking into account the construction of a communication strategy model. Such a model is a dynamic system in which the main components of the philosophy of big business constantly interact - people who carry out exchange processes as a result of creating the necessary contacts, commercial ties.

The winner will be the company whose management was able to carefully consider all the components and sequence of marketing communications of the model shown in Fig. 7.3.

When choosing marketing communications, the marketing manager must take into account the main criteria and the sequence of development stages. corporate strategy. The most important criteria for a communication marketing strategy include:

Marketing goals for market penetration, gaining market share, developing innovation, successful positioning;

Rice. 7.3.

OM - public opinion of buyers, authorities, investors, shareholders

• components of the quality of the information transmission channel, including: channel purity (no interference); the level of impact on the recipient of information; creative approach to the content of the message; objectivity, prospects of information; the degree of perception and memorization of the message;
• communication agreement. The peculiarity of this group of criteria lies in the fact that it takes into account both managerial and psychological problems understanding and perception of partners. The use is based on the results of the knowledge of the psychological reactions of the individual and his behavior in the sociogroup, taking into account emotions, needs and inclinations;
• coverage and degree of penetration of the communicative message into the target groups of consumers as a result of the flexible use of TV, radio, electronic media, mass media;
• components of the communication channel availability, determined by the presence of favorable conditions for the passage of the message. At the same time, it is important to take into account the total costs for the cost of the channel, as well as for "entering" into target audiences. They should not be high and damage the profitability of the company;
• control and comprehensive assessment feedback efficiencies that ensure the dynamism and effectiveness of the marketing communications management process.

The development of communication marketing strategies involves the implementation of three main stages, shown in fig. 7.4.

Preparatory stage 1 consists in defining a system of criteria and substantiating communication goals. At this stage, it is necessary to have an exhaustive bank of information data that allows you to perform a systematic assessment of the market situation and outline indicators of the final results of marketing, taking into account long-term profit.

The main stage 2 involves ranking a set of marketing strategies and its final choice, determining the tactics for its implementation while cutting off practically unprofitable and difficult to implement directions.

The final stage 3 includes an assessment of the forecast of the effectiveness of the intended communications. At the same time, the sources of coverage of the necessary resources are determined, taking into account space and time. The key direction of this stage is the development of a mechanism for monitoring the implementation of all sections of the formation of marketing communication strategies for the timely adjustment of marketing decisions.

A communication strategy is planning and management decisions in the field of integrated marketing communications (IMC) optimization, which allow demonstrating the company's image and reputation in society.

When forming a strategy for integration marketing communications, it is necessary to take into account mega-factors

Rice. 7.4.

The openness of national markets contributes to the formation of global awareness in the field of consumer culture, achievements scientific and technological progress, specifics of state regulation.

It is quite obvious that the specifics of global marketing concerns representatives of the middle and big business carrying out export-import operations - international organizations, national and transnational companies, holdings, conglomerates, financial and industrial groups, unions, associations. The management of these companies needs to develop marketing strategies with careful consideration of global factors in relation to the local segment of the sales market.

Of course, it is very difficult to determine the results of the use of marketing communications and their share in commercial success. Practice notes that the maximum success is achieved by those firms that develop strategies and allocate significant investments in the creation of reliable communications.

The practice of developing a global communications strategy distinguishes two types: centralized and decentralized.

Centralized global communications are usually developed from the center of the headquarters. An example would be the strategies of a transnational corporation coca-cola, which is called "General Assembly" and shows joyfully singing children from all over the world. This ad opens with the words "I am the future of the world, the future of my nation!" and ends with the slogan "A message of hope from all who make Coca-Cola." A well-thought-out logo and a unified brand image are well suited to many countries of the world and advertising media are interested in them.

Decentralized global communications are developed and implemented in the local market by each local structure or its agency. With this strategy, the products of the same company are advertised in a variety of ways, taking into account the specifics of local characteristics. These strategies have a large cost mechanism, destroy a single corporate style, but at the same time retain high initiative and creativity.

For a flexible combination of internal, external and global communications, a well-thought-out program within the framework of a system document is required, thanks to which the material implementation of the developed marketing communications becomes possible.

The marketing communications program is a system document that includes strategic, tactical and effective blocks for the implementation of marketing activities in order to achieve the company's mission.

Before developing a marketing communications program, it is necessary to perform not only an audit of the potential of goods, services, distribution systems, promotion, positioning, but also an assessment of customer needs to identify the level of unsatisfied demand. At the same time, it is necessary to prevent the emergence of possible "barriers" in the communication channel from competitors and unscrupulous media.

The main components of the marketing communications program are:

• information Technology;
• goals of communication;
• tasks for penetration into sales markets, improving the quality of service, developing diversification and restructuring;
• tactics or specific actions using communication tools with emphasis certain deadlines and performers;
• monitoring and evaluation of the implementation of each section of the program.

The main blocks of the communication program execution are shown in fig. 7.5.

The strategic block of the program involves an assessment of the market situation using SWOT and co-op analysis. SWOT analysis allows you to systematize the marketing activities of competitors, highlight their strengths and weak sides, identify corporate opportunities and develop market participation strategies.

Content analysis allows you to perform a quantitative and qualitative assessment of the content of integrated communications, determine their content and make decisions about specific areas of use.

When ranking communication goals, it is necessary to adhere to the KIROS principle (goals must

Rice. 7.5.

be concrete, measurable in space and time, correspond to the translational development companies, justified from the standpoint of the dynamics and patterns of the market environment, correspond resource potential and corporate opportunities.

General purpose marketing communications - the formation of a situation for the success of the company in the market and in society. To achieve the general goal, it is necessary to achieve a number of other goals in the field of strengthening competitive advantages, increasing market share, positioning goods and services, and improving the image.

tactical block The communication program includes a specific plan of action, taking into account the budget and the state of resources.

The corporate budget represents the amount of money to develop and execute a communications program. Among other communication tools, advertising is the most expensive item of expenditure. largest specific gravity spending is on television advertising. Therefore, when justifying the budget for communications, the cost of advertising space must be carefully considered.

In recent years, television and magazine audiences have dwindled, and advertisers are increasingly using electronic media. Research conducted by a famous American group Forrester Research, led to a prediction: “...in the coming years, traditional media will lose billions of dollars from advertising, which, most likely, will be published on free boards ads on the Internet.

The final block of the program is evaluative, regular monitoring is carried out and the results of the communication policy are summed up.

Communication strategies can be successfully implemented under the condition of careful preparation and development of communication programs in the main areas of communication policy with the allocation of specific executors and the determination of deadlines. It is clear that the most popular programs are programs for advertising campaigns, public relations actions, sales promotion, participation in both national and international fairs, exhibitions.

The management of communication strategies is aimed at planning and implementing the organization's interaction with all subjects of the marketing system based on a sound strategy for using a set of communication tools that ensure stable and efficient formation of demand and promotion of supply (goods and services) to the markets in order to meet the needs of customers and make a profit.

The solution of strategic and tactical tasks of the IMC is a complex and multi-stage process, determined by the very specifics of the instrument of influence on the consumer, which is the system of marketing communications. The complexity, scale and, at the same time, the simultaneous use of all components of the system impose increased requirements on the compilers of such programs for knowledge of almost all aspects of the market economy, issues of integrating the capabilities of various communication tactics.

The core of all strategic and tactical decisions is the integration or full interaction of the components of the marketing communications system in each period of the promotion. Based on this, the goal is set so that each target communication contact is both used to transmit the corresponding advertising message and is accompanied by receiving responses to it.

As part of the development of strategic and tactical approaches to solving the problems facing the advertiser, it is necessary to determine the degree of integration and coordination various forms communications, as well as the degree of consistency of produced advertising messages; consider what temporal and spatial opportunities exist for contacts with the consumer segment, determine which mode of using advertising and communication channels to apply, what should be the general tone of advertising messages, and also what final goals should be achieved.

We formulate typical questions that are solved in the process strategic planning IMC:

1) collecting information about the consumer, namely, finding out the processes by which the consumer makes decisions about buying or visiting the place of sale;

2) what are the media channels that can be used during the implementation of programs;

3) in what sequence contacts with the target consumer occur; what communication opportunities create the necessary prerequisites for this;

4) what attitudes or behavior of consumers are planned to be affected;

5) what form of communication is needed in each particular case; what are the quantitative indicators of the goals;

6) what needs to be done and what communication program is better to carry out in each specific case: "pure" advertising, direct mail, sales promotion, PR or something else;

7) what budget should be approved for the selected sequence of programs;

8) who should be responsible for the implementation of each program and how the degree of success of its implementation will be measured.

Based on the nature of the marketing goals set, decisions are made on the use of specific strategy IMC. Practical experience says that all strategies are divided into four main types.

1. Extensive development strategy(or a strategy to increase primary demand).

It is aimed at conquering new markets, new consumers. When developing it, at least two market situations are always considered, which determine the choice of ways to achieve the goal.

BUT. new market. This situation creates favorable conditions for the cost of IMC, which can be regarded as a long-term investment. By declaring itself in this way, the company gains fame in the market and a positive image in the eyes of local consumers.

B. The market is far from saturation, but is in a state of stagnation. The market is characterized by the fact that potential primary demand exists, but does not manifest itself. In such circumstances, consumer behavior can change at any time, for example, as a result of exposure to advertising, or due to the appearance of a new product modification, or an improvement in price / quality ratio, etc. The successful results of the use of IMC in such a market depend on two circumstances: the firm must have a strong position in the market and it is necessary that the demand be amenable to change under the influence of advertising.

2. Intensive development strategy(or strategy to increase consumption).

This strategy is being developed to boost secondary demand. It seeks to change the demand for the product in such a way that there are:

Growth in consumption of goods;

Growth in intensity of use and frequency of purchases;

More frequent product updates;

Increasing its popularity and demand;

New ways to use the product.

In such a market, a full range of IMC is used: from the impact on the consumer of all types of advertising to sales promotion measures.

3. Strategy of trusting relationships. The aim of this strategy is primarily to preserve the existing clientele, which

thanks to the trust in the company, it supplies new customers for it. At the same time, one must understand that the most stable consumer confidence takes place in the case of expensive and prestigious goods. To form a trusting relationship, first of all, the possibilities of advertising are used by:

Maintaining the popularity of the product at the achieved level;

Improving the image of the product through a constant reminder of its high quality;

Creating an idea of ​​the appearance of the product that meets modern trends through regular updating of logos.

4. Competitive strategy. It is the most commonly used type of strategy. It is based on a deep analysis of the competitive situation in the market for a particular product.

As for the IMC tactics, it makes no sense to talk about any general schemes or developments. The main thing to know is that tactical tasks are solved purely “personally” for each product. Based solely on the specific situation and within the framework of the developed strategy, work is underway to determine the place that each communication component of the BCI system will occupy in the communication program.