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.