Difference Between Marketing and Integrated Marketing Communication (IMC) (With Table)

When developing the marketing strategy companies mostly focus on marketing and integrated marketing communication or IMC. In today’s competitive world developing a marketing strategy is the most important task for a company to promote their brand to the targeted market. For this both marketing and integrated marketing communication are important. There are some differences between marketing and integrated marketing communication. 

Marketing vs Integrated Marketing Communication (IMC) 

The difference between marketing and integrated marketing communication (IMC) is that marketing refers to the action of selling business products and services and promoting those products and services to be sold as much as possible. On the other hand, integrated marketing communication (IMC) refers to a concept of management where all the marketing communication facets work together. 

Marketing is the action of promoting products and services to the targeted market to be sold as much as possible. Marketing includes several steps through which business organizations encourage their targeted market to buy their products and services and build a relationship with them. Marketing focuses on satisfying the customers with the company’s products and services. 

Integrated marketing communication (IMC) is the promotional activities of the business organizations which bring together different types of communication tools and methods used by businesses for presenting a consistent message to the customers and ensure that the customer opinions and behaviour are influenced by the action. Communication tools like sales promotion, advertising, public relations, and direct marketing are used in this process.

Comparison Table Between Marketing and Integrated Marketing Communication (IMC)

Parameters of ComparisonMarketing Integrated Marketing Communication (IMC)
Definition Marketing refers to the business activities of identification of the targeted market and promotion of the products and services of the company. Integrated marketing communication (IMC) is the process of integrating different types of promotional activities and messages conducted by a company to ensure that the company is delivering a consistent message to its targeted customers.
ObjectiveThe main objective of marketing is to create brand awareness and generate sales of the products and the services. The main objective of integrated marketing communication (IMC) is to integrate various promotional approaches and tools of the company and ensure a consistent message from the company is influencing the customers. 
Action In marketing marketers first, identify the needs of the market, then try to satisfy the customers with the products and services of the company.For integrated marketing communication (IMC) Communication tools like sales promotion, advertising, public relations, and direct marketing are used.
Main components The marketing is based on four marketing components known as the marketing mix. These are product, price, place, and promotion.The main components of integrated marketing communication (IMC) are the foundation, integration tools, communication tools, promotional tools, brand focus, the corporate culture, and consumer experience.
Scope Marketing is the whole marketing field which consists of four key elements- product, price, place, and promotion. Integrated marketing communication (IMC) consists of just the promotional part. So, integrated marketing communication is a part of marketing.

What is Marketing?

Marketing is the activity undertaken by a business organization for promoting the products and services to the targeted market and ensuring the sales of the products and services are increasing. The main objective of marketing is to create brand awareness and generate sales of the products and the services.

Marketing is the most significant process of the company which includes several steps through which business organizations encourage their targeted market to buy their products and services and build a relationship with them. Marketing focuses on satisfying the customers with the company’s products and services.  

Before developing an effective marketing strategy, marketers first need to identify the target market. The target market is the people who can be served by the products and services of the company. Instead of targeting the whole market, most of the companies segment the market. After identifying the targeted segment, marketers develop an effective marketing strategy.

There are four main components of marketing which is known as the marketing mix. The marketing mix consists of four Ps- product, price, place, and promotion. Companies need to align these four elements to fulfil the needs of the target market. Otherwise, a conflicting message will be delivered to the target market which will affect sales negatively.

What is Integrated Marketing Communication (IMC)?

After developing a product or service companies take initiatives to make their products or services known to the customers. For this business organizations conduct some promotional activities to increase awareness about the product or service in the target market. Integrated marketing communication is used to do this job.

Integrated marketing communication (IMC) is the process that unifies several marketing communication elements like social media, public relations, business development principles, advertising, and audience analytics into a brand identity. It is the process of integrating different types of promotional activities and messages conducted by a company to ensure that the company is delivering a consistent message to its targeted customers.

The main objective of integrated marketing communication (IMC) is to integrate various promotional approaches and tools of the company and ensure a consistent message from the company is influencing the customers. For integrated marketing communication (IMC) Communication tools like sales promotion, advertising, public relations, and direct marketing are used. 

In IMC all of the promotional tools collaborate in an integrated campaign for ensuring that a consistent message is given to the target market which will benefit the product or service sell. Integrated marketing communication (IMC) makes it easier for the customers to make purchase decisions wisely according to their needs and avoid any confusion about the usefulness of the product or service.

Main Differences Between Marketing and Integrated Marketing Communication (IMC) 

  1. Marketing refers to the business activities of identification of the targeted market and promotion of the products and services of the company. On the other hand, integrated marketing communication (IMC) is the process of integrating different types of promotional activities and messages conducted by a company to ensure that the company is delivering a consistent message to its targeted customers.
  2. The main objective of marketing is to create brand awareness and generate sales of the products and the services. The main objective of integrated marketing communication (IMC) is to integrate various promotional approaches and tools of the company and ensure a consistent message from the company is influencing the customers.
  3. In marketing marketers first, identify the needs of the market, then try to satisfy the customers with the products and services of the company. For integrated marketing communication (IMC) Communication tools like sales promotion, advertising, public relations, and direct marketing are used.
  4. The marketing is based on four marketing components known as the marketing mix. These are product, price, place, and promotion. The main components of integrated marketing communication (IMC) are the foundation, integration tools, communication tools, promotional tools, brand focus, the corporate culture, and consumer experience.
  5. Marketing is the whole marketing field which consists of four key elements- product, price, place, and promotion. Integrated marketing communication (IMC) consists of just the promotional part. So, integrated marketing communication is a part of marketing.

Conclusion

Marketing and integrated marketing communication are vital for any company. Both the marketing and integrated marketing communication (IMC) aim to increase sales of the company. The difference between marketing and integrated marketing communication (IMC) is that marketing refers to the action of selling business products and services and promoting those products and services to be sold as much as possible. On the other hand, integrated marketing communication (IMC) refers to a concept of management where all the marketing communication facets work together. 

Marketing is the whole marketing field and Integrated marketing communication is a part of the marketing. Marketing consists of four key elements- product, price, place, and promotion, and integrated marketing communication (IMC) consists of just the promotional part.

References

  1. https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=what+is+marketing+&oq=what+is+marke#d=gs_qabs&u=%23p%3DjETCEPW8E18J
  2. https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=what+is+integrated+marketing+communication+&btnG=#d=gs_qabs&u=%23p%3DKkOelHTnapkJ
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