The technology-driven world has not only caught the attention of youth to display their social life through media but has also influenced the business world to promote their brands by creating awareness amongst audiences through digitality.
Long gone are the days where advertisements and radios were satisfactory to generate the demand of the product.
Communication being the core of business management, has led the organizations to establish a firm and interactive approach in the form of Integrated Marketing Communication.
Before we comprehensively learn the value of integrated marketing communication to revamp the brand identity in the market, it is important to understand what exactly is Integrated Marketing Communication.
Integrated Marketing Communication is an umbrella that covers all the aspects of marketing- Advertising, PR, Sales Promotion, Direct Marketing, Social Media Marketing and various other forms to enhance your brand identity.
These marketing communications work collectively to reach your target audience and hike your sales.
As Steve Jobs once said, “It’s a very complicated world. It’s a very noisy world. And we are not gonna get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us”.
It is crucial for the businesses to understand how a clear and transparent message to the public will grow the trust towards the brand and not only help in increase of sales but also to retain their image in the market for ages to come.
Let us now learn how effectively Red Bull, one of the leading energy drink brands, used all the aspects of IMC to build an irreplaceable value for it’s brand.
When we talk about Integrated Marketing, the basic and foremost aspect of it lies in communication.
Communication is the key. If your brand message is not clear then your brand value is certainly to run down in waters.
Red Bull was started in 1987, and even after 3 decades it still emerges out to be strong because it understood the tactics of the market and always had out of the box ideas to attract the target audiences towards it.
It is pivotal to portray a crystal clear message that accords with the brand.
The brand works with the slogan, “Red Bull Gives You Wings”.The entire idea behind this catchy phrase is to tempt the audience to buy it. Further the idea behind “wings” resonates with the energy provided by these drinks. And the workings of the brand revolves around this tagline.
This in return helps in building the trust of the audiences giving them the contentment that they are delivered as they are promised.
Red Bull uses various forms of marketing communications from Direct Selling to Internet to create the awareness of their energy drink.
One of the core objectives of the brand is to provide energy drinks to the audiences to keep them energised and awake during important events like music festivals, college fests, parties and many other occasions.
Keeping this in mind, the brand gets in contact with the target audience directly during events and hands them the drinks, to spread the word about the product.
Red Bull also publishes astounding content. With the help of media, it first understands the key interests of the audiences and after a detailed study, it creates content and videos for the public to relate to it, and later posts blogs and various forms of content on social media, and it’s website so people gain an overall perspective of it’s ideology and working.
Therefore, following all the aspects of marketing in adequate proportion Red Bull continues to hold a reputable position in the market.
- Integrated Marketing Communication leads to improved results.
The external marketing agencies, sales teams, digital agencies, press, articles work together to pass a unified message to the audience that enables them to build their trust.
- An unified integrated message helps in reducing the marketing cost of an organization.
When a company hires a digital marketing agency, it reduces the cost of marketing from different sources.
With the added benefit of transferring a single united message across all the platforms, which in turn increases the brand value.
- IMC leads to increased brand visibility.
A well-versed SEO helps in reaching the target audience by improving the search results.
As the world works digitally now, IMC works to create content that builds a strong digital presence of the brand.
It works on advertisements that help in reaching the target audience and conveying the brand message to large groups of people.
At DGMC, we offer a course on Integrated Marketing Communication in Advertising that provides the students in-depth knowledge of the field, starting from the basics. The courses help you to analyse analytics of the market and tactics to increase brand awareness.
