Answer to Question #171615 in Marketing for mohona

Question #171615

Integrated Marketing Communications strategy

Expert's answer

Integrated Marketing Communications Strategy

Integrated marketing is a collaborative strategy for marketing functions that are used for advertising a specific brand and helps in decision-making. At the lower level, there are channels that aid in marketing campaigns and they improve the general perception that the target market has of a specific brand. Generally, the first step is to identify the marketing strategy. According to Holm (2006), the marketing strategy may include content marketing, social media marketing, and email marketing. These types of marketing differ depending on the target audience. Marketing is achieved when there is good communication, and proper strategies need to be laid down.

The next step is to come up with a marketing communication plan. The plan is meant to address the audience and the content. The plan includes how to approach the customers, ways to bring customers to notice the brand, the available opportunities, and so on. A communication strategy needs to be clear and concise because marketing is not just based on the appearance but the benefits that a specific product has to offer. The customer decision-making process should also be accurate, and it should address the specific needs of the customers. In marketing, the services that are offered by the customers are dependent on the awareness of the product, the consideration, and the decision stage. The next step is, therefore, the decision-making process. Customers have a chance of making the decision and understanding the process (Holm, 2006).

During marketing, it is essential to identify the problem at hand. The next step is to look for information and finally identify the products and services which can help solve the problem. From there, they can choose what they want, and they give an after-sale experience. A good marketing strategy focuses on these aspects and also considers the target market significantly. For example, a product such as a washing powder would be produced, and marketers would consider its effectiveness in cleaning. Since there are many washing powders, the aim is to rebrand and also include properties that are not on other products available in the market. The next step is to communicate the plan. The people need to be aware of the new product and the ways it will benefit the people, (Holm, 2006).

In conclusion, communication plays a significant role in marketing. There is a significant chance that with improved communication, there can be positive growth. People, therefore, need to communicate properly and also address the issues that have not been addressed. Before a customer buys a product, they think about the gap it fills, and that is what marketers look for. The packaging of the product and the words written on it also go a long way in communicating more about the brand and the present gap.


















Holm, O. (2006). Integrated marketing communication: from tactics to strategy. Corporate Communications: An International Journal.

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