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Integrated Communications

(IM, IMC, IC)

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Integrated Marketing Communication -- integration of all marketing communications functions

Integrated Marketing -- integration of marketing functions (sales, distribution, R&D, marketing communications)

Integrated Communication -- integration of ALL communication functions

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Key Words

Stakeholders

Relationships

Reputation/Image

Competitive Advantage

Cause or Mission Marketing

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Marketplace Trends

Proliferation of brands and products 4 P’s no longer provide USP Too many messages Increasing distrust of business Deparmentalization/specialization

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Marketplace Trends Decreasing message impact and

credibility Decreasing cost of using databases Increasing client expertise Increasing mergers and acquisitions of

MC agencies Increasing cost of mass media Increasing media fragmentation

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I C Cross-functional approach for managing

profitable, long-term relationships Bringing people and corporate learning together In order to maintain strategic consistency in all

communications Encourage and facilitate purposeful dialogues

with customers and other key stakeholders Create awareness and commitment to the

corporate mission.

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Relationship Building

Key element of IC Not just with customers Mass communication unable to deliver

Knowing Responsive Trusting Affinity Consistent Likeable Accessible Committed

Constructs determining strength of relationships

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Communication

Relationships

Brand Equity

Stakeholder Support

Say

Confirm Do

PlannedMessages(Mkt. Communications, Public Relations)

UnplannedMessages(Positive/Negative)

Product,ServiceMessages(when come in contact with organization)

The Integration Triangle -Does behavior confirm what organization is saying?

Duncan, T. and Moriarity, S., Driving Brand Value

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Drivers of I C

Focus on stakeholders Focus on relationships more than

transactions Strategic consistency process Interactive process Mission Marketing process

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Drivers of I C

Zero-based planning process Cross-functional team infrastructure Core competency infrastructure Database infrastructure IC agency infrastructure

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Traditional MC and I (M) C

Transactions Functional organization Specializations Mass marketing Stable of agencies Customers Mass Media Ads & Promotions Cause Marketing Adjust prior plan

Relationships Cross-functional org. Core Competencies Data-driven marketing CMO agency Stakeholders Purposeful interactivity Strategic consistency Mission marketing Zero-based planning

Traditional New

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I C

Really about integrating all communications functions» Marketing» Organization» Management

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Strategy

Identity Image

ManagementCommunication

OrganizationalCommunication

MarketingCommunication

Common Starting Points

van Riel, C., Principles of Corporate Communications

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Evolutionary Integrated Communications

Stage 1 Integration: Awareness » Proposition: the greater the degree of

change on the existence of specific market pressures, the grater the likelihood that integrated marketing communication will emerge

Stage 2 Integration: Image Integration» Need for consistency message, look and

feel.

Duncan and Caywood, artikle samling, (ORG 9980) p. 174,

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Stage 3 Integration: Functional Integration» Greater degree of involvement among still

traditionally separated areas. Stage 4 Integration: Coordinated

Integration» Barriers starting to disappear, each

function becoming more equal.

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Stage 5 Integration: Consumer-Based Integration» The value of a refined customer and

prospect database. Elements begin to work together.

Stage 6 Integration: Stakeholder-Based Integration» IMC becomes more broadly defined to

become integrated communications.

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Stage 7 Integration: Relationship Management Integration» A fully integrated communication strategy

reaching all stakeholders brings communications professionals into contact with all management functions.

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CORPORATE COMMUNICATIONS

Management Communication» senior managers to internal and external

groups Marketing Communication

» advertising, direct mail, personal selling, etc..

Organizational Communication» PR, public affairs, investor relations,

corporate advertising, etc...

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MANAGEMENT COMMUNICATION

Develop a shared vision of the company/organization

Establish and maintain trust in leadership

Initiate and manage change process Empower and motivate employees

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ORGANIZATIONAL COMMUNICATION

All forms of communication used by organization other than marketing communications

Most commonly Public Relations Directly primarily at ‘target groups’ (stakeholders)

other than customers Less obvious in attempts to influence behavior Spend about 1/5 the amount spent on marketing

communications

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MARKETING COMMUNICATION

Communication efforts supporting sales of goods/services

Advertising usually recognized as dominant element

Largest share of communications budget used here

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Marketing Communications Tools

Advertising Sales Promotion Product Public Relations Direct Mail Sponsorship Personal Selling

Planned Communication Directed Toward Consumers Primarily

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Public Relations Communication

Media Relations Employee and Member Relations Community Relations Public Affairs and Government

Relations Consumers, Environmentalists Investor Relations

Often Unplanned Communication Due to Stakeholders Raising Issues, not Organization

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INTEGRATING COMMUNICATION

So that management can harmonize all consciously used forms of internal and external communication as effectively and efficiently as possible in order to create a favorable basis for relationships with groups upon which the company is dependent.

Cees B. M. van Riel