Integrated marketing communications: connecting company and customer

Abstract: The field of marketing is an area always evolving and developing. One of the
biggest developments during the last decades is the introduction of IMC or
Integrated Marketing Communications. IMC switches the focus towards the
customers, using them as the basis for the marketing communications efforts
and relying on two-way communications to create and strengthen the
relationships that exist between a company and its customers. IMC emphasizes
the use of many different communication tools, especially the Internet, and
aims to synchronise and coordinate the communication.

The purpose of this study is to provide a deeper understanding on how IMC is
used in companies and how it connects company and their customers. To
achieve this purpose, research questions focusing on the company objectives
and customer benefits, messages, and the tools of IMC were used. To answer
the research questions, a review of literature related to these areas was
conducted, resulting in a conceptual framework. Methodologically, personal
interviews with a specific company and a selection of potential customers
were conducted.

Following careful analysis, the findings indicate that different company
objectives generate different benefits for their customers, but the
objectives must fit the overall strategy of the company. The structure and
execution of messages in IMC is very important. Different types of messages
have different uses and can be effective in certain situations. The
important part is to use the customers’ preferences as a guide when creating
them. The choice of communication tools and the synchronisation between them
is also of great importance. There are many diverse tools that lead to
different advantages but together they must convey a desirable image of the
company to the customer. Overall, the use of IMC and well executed marketing
communications is a shortcut to better relationships between a company and
it customers.