Answer to Question #147414 in Marketing for sonia

Question #147414

The element of IMC (Integrated marketing communication) is important and companies are

spending heavily to execute a coordinated IMC strategy but, in many cases not been able to

achieve the communication objectives. What could be the reasons, please narrate key five

important factors

Expert's answer

1)High cost- it is expensive to launch marketing campaigns across all channels involves the creation, production and distribution costs.

2) Challenging to reach national/ international audiences- an integrated marketing communication might fail because of an inability to standardize or adapt to local cultures. What works in a TV ad in US may not work in India.

3) Information overload- far too many marketers make the mistake of putting too much information out there for consumers. That results in information clutter, and consumers don't get the message.It defeats the purpose of having a well-crafted integration marketing communication program.

4) Managing content- Managing content can be a challenge if it is across marketing channels, geographies, and consumer segments. Updating every piece of marketing collateral, publishing it, customizing it to audience needs is difficult.

5) Measuring ROI can be difficult- 40% of marketers are relying on the short- term ROI matrix, despite 85% saying that a mix of both short- and long-term matrix is ideal. Several marketing channels taking part in a coordinated marketing program- such that showing measurable results can be a challenge. Different metrics/ parameters to measure the impact of different marketing channels can prove to be a marketer's nightmare.

Perhaps, the greatest obstacle to integration is that few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications.

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