Integrated Marketing and Communication
What is Integrated marketing and Communication- (IMC)
IMC as shown in the diagram - 2.1 above is a marketing strategy analysis, target marketing process followed by planning and program development. The resulting output of the IMC is used to derive communication messages of a corporate website and or E-Commerce solutions.
How IMC and Website and E Commerce work Together- the Big picture
IMC empowers you with a big picture of the corporate marketing communication process that encompasses, various channels, various target markets and various key objectives like branding and positioning, market development and competitive strategy. Doing marketing without understanding IMC is completely foolish- As Sun Tzu of The Art of War in China says every war is won before the battle is fought. In E-Business context this means creating a website and an e-commerce before applying analysis methods of IMC, at best, the effort will be wasted.
In E-solutions ( Web CMS and E-Commerce Solutions ) IMC analysis is done in conjunction with UX Design, Information Architecture and Content Strategy. The process is iterative , since so many factors and so many people are concerned. In fact, the use of Collaboration Server is quite common in the IMC analysis and design step. Typically One note and mindmap is used for research and analysis and as a writing tool.
Analyzing your methods, channels and Effective Process of Communication
This is the central task of IMC, essentially you are examining various alternatives to deliver the value message to the target segment of the market. We utilize various Models of Communication- like Elaboration Likely Hood Model of Communication (ELM) as shown in figure 5.9 above. In ELM model we examine the message receiver, the channel and the authority of the source of communication.
Examining your Results and Revisions
Various analytics tools provide rapid feedback. Also consumer research provides before and after feedback data. You should use such information to design your next pass of the IMC Analysis
Various Case Studies and Creative Element of IMC
The creative element of IMC is best understood by examining the case studies against the qualitative analysis frameworks of Belch and Belch IMC text. We find Mindmap  to be effective in this process. The best is to work backwards from the target customer to the business delivering the messages, in the process competitive strategy and value chain of the messages has to be examined. This means we need to understand our competition completely.. This understanding makes positioning effective and scientifically accurate. The source & persona of the message is very important in the communication.
Integrated marketing and communication are intricately connected with Business Development . It is not uncommon that many business has not been able to integrate IMC and E-business solutions. Such partial measures has resulted in websites and e-commerce not being effective and waste of time and effort. Rapid feedback from various web analytics tool can clearly demonstrate the value of the IMC in the communication and business development process.
Next Action Process
Please contact us regarding how integrated marketing & communication and E-Solutions can help your business. One of our Engineers will be happy to assist you in your endeavour.
The IMC Process & ELM process figures are taken from IMC Belch& Belch textbook 
1.0 IMC- Belch & Belch- ISBN-13: 978-0073404868
2.0 IMC Handbook ISBN-13: 978-1933199061
3.0 The Art of war- Sun Tzu- ISBN-13: 978-1590300541
4.0 MINDMAP- Analysis Tools- software
5.0 Alfresco Collaboration Server- software
6.0 Microsoft One Note- software
Note: Version 0.1150116