Developing Integrated Marketing Communications Strategy with Mobile Marketing
Marketing strategy drives integrated marketing communications (IMC) planning process and ultimately leads to a plan that outlines decisions about marketing communications activities and resource allocation. Thus, IMC plan sets guidelines for company’s mobile marketing communications activities. Broadly speaking, IMC is “a concept of marketing communication planning that recognizes the added value of using a comprehensive plan to evaluate the strategic roles of a variety of communications disciplines” (Peltier et al. 2003, p. 93). Hence, communicators with an IMC approach will consider all forms of communication, all message delivery channels, customers and prospects, and all brand contact points, while they plan and implement marketing and marketing communications strategies (Kitchen et al., 2004). Therefore, to develop an effective mobile marketing strategy, it is imperative to consider not only the specific set of activities that a firm undertakes to perform a mobile marketing campaign but also how the firm employs a combination of communication tools and integrates its many communications channels to deliver a clear, consistent and compelling message about the company and its products.
Shown as the below chart, a firm must consider many critical issues when developing an IMC strategy. The starting point of IMC planning process is an analysis of the overall situation of the company/brand (e.g. competitors, consumers, markets and products). This analysis provides a foundation for determining marketing communications target audience. Given that consumer markets are highly fragmented and consumers differ in many terms (e.g. demographic, geographic, geodemographic, psychographic, and behavioral), the identification of ‘right’ customers is increasingly challenging. However, with the help of Customer Relationship Management (CRM) including database technologies and interactive media a firm can develop and implement marketing communications strategies that are personalized to the specific needs of targeted customers (e.g. Peppers et al. 1999; Peltier et al. 2003).
Following chart displays the overall IMC Strategy development and various factors involved in creating a successful integrated marketing communication strategy. This chart will help you guide in building an integrated marketing communication strategy, and provide you the necessary questions to ask/confirm amongst your team members.
Peltier, J. W., Schibrowsky, J. A. and Schultz, D. E. (2003), “Interactive Integrated Marketing Communication: Combining the Power of IMC, New Media and Database Marketing,” International Journal of Advertising Vol. 22, pp. 93-115.
Peppers, D., Rogers, M. and Dorf B. (1999) “Is Your Company Ready for One-to One Marketing?” Harvard Business Review, January-February, pp. 151-160.
Kitchen, P. J., Brignell J., Li T. and Spickett-Jones G. (2004) “The Emergence of IMC: A theoretical Perspective,” Journal of Advertising Research Vol. 44 (March), pp. 19-30.