Integrated Marketing Communications
According to Camilleri (2018), Integrated Marketing Communication can be explained as the process of using the united elements of marketing communications. This includes public relations, analytics of audience, social media, principles of business development, advertising, among others. The main idea is to actively maintain a brand image and message that will remain constant throughout the different media channels. Another critical factor of ICT, IMC helps organisations and businesses aim to deliver an engaging as well as seamless experience to the customers. In the tourism industry, grabbing the attention of the customer is the biggest challenge. This happens when the marketing tools are not utilised to their true potential. Payne et al. (2017), state by applying Integrated Marketing Communication solutions, organisations can make effective use of all the marketing elements to reach the customers and strategically manage stakeholders. The tourism sector can make its presence known by maintaining consistency on all the platforms, which in turn will help to develop trust and customer loyalty. Needless to say, organisations can also create a concentrated and personalised message for their customers and stakeholders as well. Tairova et al. (2020), states the main task of IMC is to form a system that is based on communication messages using marketing tools for communications. This will help to improve the effectiveness of communication and the tools used.
According to Key and Czaplewski (2017), Integrated Marketing Communication helps to set a unified organisational goal which allows the entire to focus on the end results itself. With the whole team focusing on a particular objective, scattered costs are eliminated easily, which will help to further the budget for further improvement. Moreover, an integrated approach is the need of the hour as customers are looking for more brand consistency. The number of benefits related to IMC is immense. However, it also has its share of challenges as well. According to Sony (2020), as easy as it sounds to apply IMC solutions in the operational process, the process of implementation is very difficult. Extensive planning and research are needed to successfully implement an IMC solution. Porcu et al. (2017), states all departments of the organisation have to work together to make sure they are developing a united message for the organisation. Bringing the entire team to work together is a challenge in itself due to inter departmental clashes that exist in organisations. Due to the omnipresence, it can get a bit difficult to measure the success of the strategy right away. Without proper professionals, the process can get a bit tricky.
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