Marketing Communication Philosophy – Article Example

Integrated Marketing Communication (ICM) can be defined as the approach of achieving the goals of a marketing endeavor through a well-designed use ofvarious promotional methods that are wired to complement one another. In marketing, ICM is classified as a set of approaches required to remedy the gap between customer needs and seller capabilities. However, the use of ICM is specifically applied to solve two major problems: the need for sellers to reach out to as many customers as possible with their products and services and to channel customer needs and availability of various alternatives to one direction. According to the definition applied in this case, promotional methods stretch from personal selling, advertising, sales promotion, and publicity. These methods are applied at any given time all together to ensure that the problems identified herein are solved in an orderly and affordable manner. With regards to seller options, services and products offered are primarily intended to meet the needs of many customers. ICM is applied in this situation to ensure that the products and services appeal to more buyers. Having buyers is one thing, and sustaining a business unit by attracting more customers is another. Hence fore, sellers use ICM to acquire a market share that can sustain their business objectives and goals.
ICM is structured in a manner that allows it to solve the problem of various alternatives offered by various other competitors in the market. Medical services and health care services are provided almost everywhere in the world. This situation creates a problem to sellers as the customers have various alternatives. To remedy this situation, ICM is applied to provide information and attempt to convince customers to purchase one firm’s/institution’s products and services over those of another.