Setting Goals
Setting Goals
By using IMC theories and strategies, marketing specialists, public relations directors, brand
managers, digital media associates, social media marketers, and other media professionals can
create, execute, and track multi-channel advertising and communication messages that target and
influence specific audiences. IMC’s influence can be seen throughout modern society, in website
display advertisements, enterprise blogs, search engine optimization, newspaper editorials,
outdoor billboards, magazine advertisements, and more.
Setting Goals
The cost effectiveness of mass media due to fragmentation has forced integrated marketing
communications to the forefront of modern marketing. As consumers spend more time online
and on mobile devices, the goal for marketing teams should be for all exposures of the brand to
tie together so they are more likely to be remembered. Increasingly the strategies of brands
cannot be understood by looking solely at their advertising. Instead they can be understood by
seeing how all aspects of their communications ecosystem work together and in particular how
communications are personalized for each customer and react in real time.
In addition to considering recent market, consumer and technological shifts, brands must assess
their marketing budget and target audience when setting IMC goals. An IMC strategy with a
budget of $2 million will be radically different in size, scope and reach than a marketing budget
of only $2,000. Thus, smaller businesses with tiny IMC budgets may rely heavily on social
media advertising and word-of-mouth networks to increase brand presence and generate new
leads, rather than more expensive television and billboard advertising.
Despite varying budgets, product features and benefits, and consumer behaviors, organizations
typically set and work towards the following goals when implementing IMC strategies:
Determining a Budget
Marketing budgets aid in the planning of operations by forcing managers to prioritize activities
and consider how conditions may change.
Learning Objectives
Explain how the components of IMC influence the allocation of funds for a marketing budget
Key Takeaways
Key Points
Key Terms
brand: A name, symbol, logo, or other item used to distinguish a product, a service, or its
provider.
Determining a Budget
As with all business activities, marketing budgets help the planning of actual operations by
forcing managers to prioritize activities and consider how conditions might change. Marketing
also encourages managers to take steps now, so they can deal with problems before they arise. It
also helps coordinate the activities of the organization by compelling managers to examine
relationships between their own operation and those of other departments, which is a key
component of integrated marketing. The essential purposes of budgeting include:
To control resources
To communicate plans to various responsibility center managers
To motivate managers to strive to achieve budget goals
To evaluate the performance of managers
To provide visibility into the company’s performance
Marketing plans are resource driven and they affect the budget. Therefore, two big budgeting
decisions should be resolved up front:
1. How shall these efforts be funded? For example, 70% will be reallocated through cost
reductions by consolidating programs and 30% will come from new funding.
2. Who will benefit from the new program? For example, 70% will advance the reputation
of the company and 30% will build “steeples” – the critical core themes that make a
difference, which are usually only built one at a time.
When determining a budget for an integrated marketing plan, it is important for managers to
understand the components of IMC in order to allocate funds properly. These include:
Measuring Success
Continuous monitoring of performance against predetermined targets is essential in achieving
effective & efficient integrated marketing communications.
Learning Objectives
Key Takeaways
Key Points
Key Terms
Measuring Success
The final stage of any marketing planning process is to establish targets or standards so that
progress can be monitored. Accordingly, it is important to put both quantities and timescales into
marketing objectives and corresponding strategies. – for example, to capture 20 percent by value
of the market within two years.
Continuous monitoring of performance against predetermined targets is of utmost importance.
More important is the enforced discipline of a regular formal review. As with forecasts, the best
or most realistic planning cycle will revolve around a quarterly review. Best of all – at least in
terms of the quantifiable aspects of the plans – is a quarterly rolling review. This involves
planning one full year ahead each new quarter. While this absorbs more planning resources, it
also ensures that plans use the latest information. Moreover, both the plans and their
implementation tend to be more realistic.
The most important elements of marketing performance which are normally tracked include:
Sales Analysis: Sophisticated organizations track sales in terms of “sales variance” – the
deviation from the target figures – which allows an immediate picture of deviations to
become evident.
Market Share Analysis: Market share is an important metric to track. Though absolute
sales might grow in an expanding market, a firm’s share of the market can decrease,
which bodes ill for future sales when the market starts to drop. Market share is tracked
through parameters including overall market share, segment share, relative share, annual
fluctuation rate of market share, and the specific market sharing of customers.
Expense Analysis: The key ratio to watch in this area is usually the “marketing expense
to sales ratio. ” This may be broken down into elements including advertising to sales and
sales administration to sales.
Financial Analysis: In theory, the “bottom line” of all marketing activities should be net
profit. Key ratios include gross contribution to net profit, gross profit to return on
investment, and net contribution to profit on sales. There can be considerable benefit in
comparing these figures with those achieved by other organizations, especially those in
the same industry.
The above performance analyses concentrate on quantitative measures directly related to short-
term performance. However, there are a number of indirect measures tracking customer attitudes
which can also indicate the organization’s performance over a longer period of time. These
include market research, lost business and customer complaints.
Learning Objectives
Key Takeaways
Key Points
Marketing was once seen as a one way relationship, with firms broadcasting their
offerings and value proposition.
The goal of an organization is to create and maintain communication with its own
employees and customers.
To understand new forms of word of mouth marketing involves knowing the right touch
points to use to reach consumers and understanding how and where they consume
different types of media.
Key Terms
The Internet has changed the way business is done. The variables of segmentation, targeting, and
positioning are addressed differently. Because of the increased role of sharing – or online “word
of mouth” – the way new products and services are marketed has changed, even though the aim
of business in bringing economic and social values remain the same. Indeed, the bottom line of
increasing revenue and profit are still the same. Marketing has evolved to include more
connectedness, due to the new characteristics brought in by the Internet. Marketing was once
seen as a one way relationship, with firms broadcasting their offerings and value proposition.
Now it is seen more as a conversation between marketers and customers.
Word Of Mouth Marketing: Social media sites that allow sharing have brought about a new
word of mouth form of marketing.
The starting point of the integrated marketing communications (IMC) process is the marketing
mix that includes different types of marketing, advertising, and sales efforts. Without a complete
IMC plan, there is no integration or harmony between client and customers. The goal of an
organization is to create and maintain communication with its own employees and customers.
Using outside-in thinking, integrated marketing communications is a data -driven approach that
focuses on identifying consumer insights and developing a strategy with the right online and
offline combination of channels to forge a stronger brand to consumer relationship. This involves
knowing the right touch points to use to reach consumers and understanding how and where they
consume different types of media. Regression analysis and customer lifetime value are key data
elements in this approach.
Several shifts in the advertising and media industry have caused IMC to develop into a primary
strategy for marketers:
Moreover, this new “word of mouth” form of marketing can bring benefits to a company; such
as:
It can create competitive advantages, boost sales and profits, while saving money, time,
and stress.
IMC wraps communications around customers and helps them move through the various
stages of the buying process. The organization simultaneously consolidates its image,
develops a dialogue, and nurtures its relationship with customers.
This “relationship marketing” cements a bond of loyalty with customers which can
protect them from the inevitable onslaught of competition. The ability to keep a customer
for life is a powerful competitive advantage.
IMC also increases profits through increased effectiveness.
Carefully linked messages also help buyers by giving timely reminders, updated
information and special offers which, when presented in a planned sequence, help them
move comfortably through the stages of their buying process.
IMC also makes messages more consistent and therefore more credible. This reduces risk
in the mind of the buyer which, in turn, shortens the search process and helps to dictate
the outcome of brand comparisons.
Finally, IMC saves money as it eliminates duplication in areas such as graphics and
photography since they can be shared and used in say, advertising, exhibitions, and sales
literature.