![]() ![]() A company that chooses to distribute its products strictly through discount stores sends a distinct message to the market. The price placed on a product communicates something very specific about the product. (Practically every time you “like” a TV show, article, or a meme on Facebook, you are participating in an IMC effort!) What Is Marketing Communication?ĭefining marketing communication is tricky because, in a real sense, everything an organization does has communication potential. ![]() As an experienced consumer in the English-speaking world, you have almost certainly been the target of IMC a ctivities. In a nutshell, IMC involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers’ perceptions and behavior. In today’s marketing environment, promotion involves integrated marketing communication (IMC). ![]() That’s where promotion enters the picture: it does the job of connecting with your target audiences and communicating what you can offer them. Having a great product available to your customers at a great price does absolutely nothing for you if your customers don’t know about it. Integrated Marketing Communication (IMC) Definition IMC: Making an Impact with Marketing Communication Explain how organizations use IMC to support their marketing strategies.Describe common marketing communication methods, including their advantages and disadvantages.Explain integrated marketing communication (IMC).Celebration of success: celebrating success as a team, department, or company not only boosts morale but also strengthens the team bond.Conflict resolution: conflicts are inevitable in a team setting, so make sure there is a process to ensure disputes are resolved healthily and constructively.Encourage positive interactions, empathy, and understanding among team members to create an enduring culture. Trust and respect: a culture of trust and respect is the cornerstone of successful collaboration.I’ve had the most success when these artifacts were open to the whole company, which promoted cross-department collaboration. Documentation of everything: to ensure everyone has access to the same information and can work asynchronously, establish a practice to document everything from meeting notes and decisions to design specs and project plans.This can be done through retrospectives and feedback sessions. Feedback and learning: a culture of continuous feedback and learning should be established by regularly reviewing what’s working and what’s not to improve collaboration.Inclusive meetings will promote diverse perspectives and can lead to more innovative solutions. Cross-functional collaboration: people from extended teams (eg, marketing, sales, customer success, services, support) should be included in specific projects.These tools help teams collaborate in real time and keep everyone on the same page. Collaboration and Tools: leverage existing tools such as JIRA, Google Docs, Confluence, Miro, and Figma. ![]() I recommend establishing a cadence (like a heartbeat) with clear attendance and topic requirements for each meeting. Regular syncs: whether a delivery team meets daily for a stand-up, a functional team (eg, product managers or engineers) meets weekly, or a department meets monthly, there needs to be an avenue to share progress, discuss issues, and make decisions on a regular basis.Less frequent summary updates should be shared with extended stakeholders in their appropriate channels. Open communication between delivery team members and extended stakeholders: use a tool like Slack or MS Teams for daily communication within the team (eg, status updates, what was achieved by each individual that day), with clearly separated channels to minimize noise between teams/zones.Reporting lines should be clear, with no “dual/dotted” reporting lines that create ambiguity. In most cases, a RACI is too heavy for broad adoption, and I recommend consulting the framework and judiciously adopting it where it makes sense. Clear roles, responsibilities, and reporting lines: each team member has a clear role(s), and the responsibilities are written down (in a team wiki, for example). ![]()
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