IMC and not 360 is the Way Forward for Marketing Companies

The blog is based on the research and findings corresponding to the recent industry trends and the changing behaviors of the marketers. The idea of integration is not as much new. It was initially been practicing in Japan and some other countries. US and other countries later adapted the IMC techniques and the trend is increasing day by day.

Conventional marketing practices like 4Ps and 360 degree marketing are now being changed. The major reason is the increasing efficiency and affectivity of the brand communication to masses.

IMC involves more than assuring that all communication is seamless in tone and approach, though. It is precise. It is based on a strategic planning process that begins with a thorough knowledge of customers and their needs. Marketing communications has evolved from a "push" mode of communication, traditionally using advertising to simply sell products. In this day and age, selling isn't enough! Emphasis has to be placed on carefully crafted messages to narrate brand attributes, enticing people to not only like a brand, but to fall in love with it. Thus, creating a brand culture, where products or services become a part of everyday life for users.

360 Degree Branding is critical in today’s marketplace. More channels today, more noise, more competition between products, more products crossing borders, more competitors coming out of more places. Add to that, there is less sustainable differentiation between products. Brands are the only sustainable difference – that is why they are so invaluable, and every client is riveted.