Projecting a consistent message

Integrated marketing communications (IMC) is a relatively new field of expertise. Its growth is primarily due to developments in both the business-to-business and business-to-consumer markets.

For years, many companies relied heavily on advertising agents for their promotional marketing that was channelled primarily into mass media advertising.

Larger companies also used PR agencies to manage their publicity and image, but these were not viewed as integral participants in the marketing communications process. Marketing activities were fragmented and companies started to realise the need for the strategic integration of their marketing and promotional tools. This led many advertising agents to evolve into IMC agencies, offering one-stop shopping for all of their clients' promotional needs.

IMC seeks to bring together all sources of brand or company contact with customers to project a consistent and unified image. Adverts, package designs, direct marketing efforts, publicity, prices, sales promotions, messages on the internet and point-of-purchase displays all send messages which are bundled by customers to formulate a perception of the company and its brands. IMC helps enterprises identify the most coherent and effective methods to contact customers and stakeholders.

There has been a mutually re-enforcing process between new technologies, consumers' lifestyles, media habits and consumption patterns. Both cable television and the internet have led to significant growth in online shopping. Marketers are making extensive use of databases to target specific customers and to reward loyal ones through promotions, discounts, etc.

The media landscape continues to change rapidly, obliging enterprises to explore alternative options. Even conventional marketing activities, such as public relations, sponsorships and event marketing, have taken on a new perspective. Communication programmes now require the use of a broad variety of media to reach target markets.

The concentration of the retailing business is forcing suppliers to lower prices and to engage in below-the-line activities such as in-store promotions. There is increased pressure to ensure that market-spend leads to more sales. Creating an effective and efficient media strategy has become a formidable challenge. Generally speaking, the media landscape is changing in three directions:

• The traditional media, such as television and newspapers, which have undergone some changes but whose basic structures have remained the same;

• Other traditional forms of media, including public relations and sponsorships, have gone through significant change. For example, direct mail and catalogues have evolved into direct response TV commercials, infomercials and home shopping channels as well as online retail shopping;

• The new media keeps growing fast and includes such tools as wireless, podcasting, blogs, search adverts, product integrations and video on demand.

Today's marketers need to understand the characteristics of these media, how they impact the receiver individually, and in their collective, overall impact. Marketers have to remain close to the customer, providing the commercial message when the latter wants it.

CNN Headline News found success by providing news when viewers wanted it - not when it was convenient for the network. The IMC perspective necessitates a new way of thinking, recognising that consumers' exposure to media and messages is increasingly under its control.

People today are more likely to multi-task, such as reading a newspaper, talking on the phone, or using the internet while watching television.

Multi-tasking requires that the messages sent through each of these media are consistent and mutually reinforcing. Marketers need to adopt innovative content to capture the attention of consumers and gain their involvement. Commercials need to be designed to be adaptable to a variety of media.

Customers are increasingly technologically savvy. This sophistication is making it possible for them to acquire product information and make purchases in new ways. The cell phone is now a camera, an MP3 player, offers access to the internet, GPS and airline ticket receipts. TiVo enables consumers to skip commercials; soon they will be able to use it to stop a commercial and order merchandise that is being advertised.

Marketers have to appreciate that no one single medium offers a total solution. Each medium may have a contribution to make to the overall strategy.

Probably the biggest bottleneck for many companies is the lack of trained staff with a broad perspective. It is this need that prompted the University of Malta to team up with San Diego State University to offer a 13-month, intensive, full-time Master's programme in IMC.

Students will earn two degrees, an MA in Integrated Marketing Communications from the University of Malta and an M.Sc. in Marketing from the American University. Tuition will be offered through the faculties of both universities, myself included.

For more information visit www.um.edu.mt/imp.

Prof. Belch, who will be teaching on the new joint Masters programme at the University of Malta, is co-author of the best-selling textbook, Advertising and Promotion: An Integrated Marketing Communications Perspective.