Destination Integrated Marketing Communication (IMC) Lecture

Destination Integrated Marketing Communication Definition of Integrated Marketing Communication {IMC} “IMC is the coordination & integration of all of a DMO’s external communications and promotions to increase their effectiveness and consistency” This is much superior to using each IMC c...

Destination Integrated Marketing Communication Definition of Integrated Marketing Communication {IMC} “IMC is the coordination & integration of all of a DMO’s external communications and promotions to increase their effectiveness and consistency” This is much superior to using each IMC component separately & independently. Components of Integrated Marketing Communication {IMC} IMC for DMOs have six major components. They are, 1. Advertising 2. Sales Promotion 3. Merchandising 4. Public relation & Publicity 5. Digital Marketing 6. Sales/Personal Selling Components of IMC Digital Advertising Marketing Public Integrated Relation Marketing Sales & Communications Promotion Publicity Sales/ Personal Merchandising selling Benefits of Integrated Marketing Communication {IMC} DMCs following “IMC approach” enjoy six major benefits. They are, 1. Greater Consistency in communication messages 2. Added impact since messages are repeated 3. Reflects different customer buying stages 4. More effectively puts across positioning & branding 5. Better accommodates different consumer learning styles 6. Components complement & support each other Steps in Planning Integrated Marketing Communication {IMC} IMC need to be carefully planned and it involves a definite sequence of events which needs to be followed. They are, 1. Setting IMC campaign objectives 2. Estimate a tentative IMC campaign budget 3. Consider partnership model & potential partners 4. Determine mix of IMC components Steps in Planning Integrated Marketing Communication {IMC} 5. Design & test IMC campaign 6. Prepare final IMC campaign 7. Develop a final IMC Budget 8. Launch, maintain & monitor IMC Campaign 9. Measure & evaluate result of IMC campaign Destination Information and Communication Technology Definition of Information and Communication Technology {ICT} “ICT is an umbrella name that covers communication devices or applications (radio, TV, camera, mobile, computer, & network hardware & software, satellite systems etc.) as well as their associated services and applications, including video conferencing, distance education, cloud computing, Wi-Fi, augmented History of Information and Communication Technology {ICT} Year: 1993 First major ICT wave: development of HTML & WWW Year: 1994-1995 DMOs started developing own Websites Year: 1996 (around) Second major ICT wave: Introduction of e-commerce in to tourism Year: 1997 (around) Third wave: use of mobile commerce (m-commerce) Year: 1997 Fourth wave: Web 2.0 (use of social media online), launch of first social networking site. Later, popular SNW came in 2003-2004. Year: 2002 Fifth wave: Introduction of Smart Phones in 2002 and later part launch of Apple “i-phone” in 2007. Year: 2007 onwards… Beginning of Mobile broadband Internet access Importance of Internet Marketing 1. The major information communication tool for DMOs 2. Important source of information for tourists 3. Trip planning tool for travelers 4. A partner for traveler and tool for the travel trade 5. Entertaining place /venue to gain knowledge 6. Helps in getting hand on experiences  Role of Websites For DMOs Integrator & Destination Promotion enhancer of information Tool mktg. communicatio source n Database & Positioning & Relationship Research Branding Builder source E-commerce Discussion Partnership Channel generator builder “Nine major roles of DMO Websites” THANK YOU