integrated marketing information system

Integrated Marketing Information System

A Framework

Group MembersLijo Mathen

Rahul Ransure

Vishal Rane

Bhushan Meshram

Sujeet Shetty

Meaning of IMCAll forms of communications carefully linked

together.

Essense: Communications tools work better in harmony

The sum is greater than their parts

Integrated Marketing CommunicationCoordination and integration of all marketing

communication tools, within a company Maximizes the impact on consumers and

other end users at a minimal costIMC program uses all the elements of the

marketing mix (product, price, place, promotion) and public relations

Types of IntegrationHorizontal Integration

Occurs across the marketing mix and across business functions

Vertical Integration Marketing and communications objectives

must support the higher level corporate objectives and corporate missions

Types of Integration (Cont’d)Internal Integration

requires internal marketing - keeping all staff informed and motivated about any new developments

External Integration Requires external partners such as advertising

and PR agencies to work closely together to deliver a single seamless solution — an integrated message

Benefits of IMCIt can create competitive advantage, boost sales

and profits, while saving money, time and stress.Helps the organisation simultaneously consolidate

its image, develop a dialogue and nurture its relationship with customers

a unified message has more impact than a disjointed myriad of messages

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

Barriers to IMCSome organizational structures isolate

communications, data, and even managers from each other

IMC can restrict creativity. No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy

Most managers and even agencies lack expertise in IMC.

Golden RulesGet Senior Management SupportPut ‘Integration’ on the main agendaFocus on a clear marketing communications

strategyStart with a Zero Budget. Start from scratch.

Build a new communications plan. Specify what you need to do

Think Customers FirstBuild Relationships and Brand Values

Golden RulesDevelop a Good Marketing Information

System which defines who needs what information when

Be prepared to change it all. Learn from experience.

Software Resourc

es

Hardware Resource

s

Network Resourc

es

People Resourc

es

Data Resourc

es

Control of System

Storage of Data

Data Input

Data Processing

Info Outpu

t

System Activities

Importance of Info SystemsThree major roles of the business applications of

information systems include:Support Business Processes – involves dealing

with information systems that support the business processes and operations in a business.

Support Decision Making – help decision makers to make better decisions and attempt to gain a competitive advantage.

Support Competitive Advantage – help decision makers to gain a strategic advantage over competitors requires innovative use of information technology.

Suppliers

Supply Chain Management

Engineering and

Research

Manufacturing and

Production

Accounting and

Finance

Customer Relationship Management

End Consumers

SuppliersExtranet

Extranet

Intranet

Intranet

Company Boundary

Importance of Constant InfoThe Internet and intranets, and between an

enterprise and its trading partners (extranets) – have become primary information sources

e-business enterprises rely on such technologies to:Reengineer and revitalize internal business

processesImplement electronic commerce systems among

businesses and their customers and suppliersPromote enterprise collaboration among business

teams and workgroups

E-businessUse of technologies to work and empower

processes, electronic commerce, and enterprise communication

collaboration within and outside the company

Enterprise collaboration systems involve the use of groupware tools to support communication, coordination, and collaboration among the members of networked teams and workgroups.

Suppliers

Investigate

Analyze

Design

Implement

Maintain Developing

Information System

Solutions

Information SystemA system or process that provides

information needed to manage organizations effectively

A system in which marketing information is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis

Marketing Information SystemThe information needed by marketing

managers comes from internal company records, marketing intelligence and marketing research.

The information analysis system then processes this information to make it more useful for managers.

People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers

Internal RecordsInformation gathered from sources within the

company to evaluate marketing performances and to detect marketing problems and opportunities.

Most marketing managers use internal records and reports regularly, especially for making day-to-day planning, implementation and control decisions.

Internal records information consists of information gathered from sources within the company to evaluate marketing performance and to detect marketing problems and opportunities.

Marketing IntelligenceDaily information about developments in

changing marketing environment that helps managers prepares marketing plans

The marketing intelligence system determines the intelligence needed, collects it by searching the environment and delivers it to marketing managers who need it

Much intelligence is from the company's personnel - executives, engineers and scientists, purchasing agents and the sales force

Sourcing for informationThe company must also persuade suppliers, resellers

and customers to pass along important intelligence.Some information on competitor’s conies from what

they say about themselves in annual reports, speeches, press releases and advertisements.

The company can also learn about competitors from what others say about them in business publications and at trade shows

Buying and analyzing competitors' products, monitoring their sales and checking for new patents.

Companies also buy intelligence information from outside suppliers.

Cont’dSome companies set up an office to collect and

circulate marketing intelligence. The staff scans relevant publications, summarize

important news and send news bulletins to marketing managers.

They develop a file of intelligence information and help managers evaluate new information.

These services greatly improve the quality of information available to marketing managers.

The methods used to gather competitive information range from the ridiculous to the illegal.

‘Practical’ ExamplesFederal Express, within the marketing department,

activities are centered around customer segments. Each segment is staffed by a cross-functional team

composed of a manager, a marketer, an analyst, an agency account executive, and--if applicable--a representative from the agency-managed fulfillment house.

These cross-functional teams meet as frequently as necessary.

E-mail has greatly facilitated this integration. All marketing vendors are connected to FedEx and to

each other through the FedEx corporate e-mail system.

AccentureForced to change its name from Andersen

ConsultingDeveloped a rebranding campaign that

utilized a fully IMC programThe Company placed large scale outdoor adsCoated 10 cabs across LondonNumerous sponsorships

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