Integrated Marketing Communications
IMC refers to combining all communication activities related to marketing such as advertising, public relations to a consistent brand message across different media channels. In other words, IMC ensures a solid linkage of various forms of communications and notes. Advancement in technology introduces a change in reactions among business stakeholders (Broderick & Pickton, 2005). Demographics, on the other hand, refers to the study on population and its various components like age, race, and sex. Demographics is significant for purposes, such as economic market research (Feyrer, 2007).
Some of the features of IMC include media, consistent messages, design consistency, reinforcement, and sales alignment. There are several roles performed by an integrated campaign utilizing a full range of communication media. Advertisements create product awareness in addition to introducing follow up leads (Whalley, 2013). In the market, research demographics helps an organization identify the dynamics of its target market, which assists in identifying the most effective advertisement channel. As a result, demographics play an essential role in aiding IMC in integrating vital aspects of marketing to communicate a similar message to different users (Broderick & Pickton, 2005).
Business organizations indulge in demographics research to highlight how to market their goods or services. Such demographic analysis allows a corporation to identify where to obtain customers in the future (Feyrer, 2007). Additionally, demographic trends are significant in marketing because they show changes in the size of various demographic groups. Such information helps an organization determine whether to introduce IMC (Broderick & Pickton, 2005). Demographics assist IMC to boost profits and sales in addition to offering help to customers.
After potential customers have been identified through demographics studies, IMC can be used to take the buyers through different stages of the buying process. Due to demographics, an organization can consolidate a brand’s image or involve in other activities building a bond between the buyers and sellers (Feyrer, 2007). Moreover, the result of demographics helps an organization focus on a specific demographic group, which may lead to increased revenue generated by an organization by increasing product efficiency.
One of the most significant components of IMC is consistent messages. The style and content of the shared message need to similar across different media platforms. Demographics play an essential role in making sure that the range of messages remains more consistent. Moreover, demographics ensure that organizations are aware of the number of consistent messages they should send to meet the target group. As a result, IMC increases efficiency in addition to saving money (Broderick & Pickton, 2005).
As stated earlier, demographics allow organizations to identify both their present and future customers. This provides customer satisfaction by integrating an organization through the usage of IMC. With IMC, users receive the same message regardless of the position they encountered the brand (Broderick & Pickton, 2005).