Organizations promote products in the market since promotions create awareness and ultimately increase sales, which transforms into increases in profits and business revenues. Business segments target customers into different groups according to similar interests. It is necessary to consider strategies that will not only outshine the competitors but also ensure long run survival. Integrated marketing communication and mass marketing can be used to achieve this promotion and pricing objective. As a customer centered process, integrated marketing communication coordinates and integrates entire marketing communication tools into a unitary program. Mass marketing approach considers all market segments and uses a distinct marketing mix in the entire market (Gath and Marsh 52). The two processes differ in advantages and disadvantages as well as the strategies and audience targeted.
Integrated marketing communication aims at developing and implementing persuasive communication strategies to target customers within a specified time (Raman and Naik 340-352). Unlike in mass marketing technique, it employs all communication channels and aims at ensuring consistency of a message. This process utilizes a collective promotional mix by treating communication, integration and promotional tools as one.
Communication tools includes, advertising, selling directly and promotions through TV, Radio and social media like Facebook and Twitter. Promotional tools aim at strengthening the relationship with customers and external clients and include personal selling and trade promotion. Integration aims at keeping track of reviews and feedback from customers. This approach saves time, money and creates a competitive advantage which is essential in promoting sales. It also boosts loyalty and increases effectiveness which increases profitability. Consistent messages ensure reliability and customers move comfortably through their buying process. Apart from improving the brand image this approach also improves on corporate image. However, the policy has disadvantages such as rigid organizational structures and resistance to change. This strategy can also hinder innovation and creativity as marketing communication strategy restricts sales promotions.
On the other hand, the mass marketing technique applies in standardized goods and services that everyone buys and aims at reaching as many people as possible. Mass marketing uses a strategy of product differentiation which creates a distinction between business products from those of competitors. The effectiveness of this strategy requires promotions and differentiable packaging to ensure customers can identify the differences between brands. Arguably, Mass marketing strategy treats all market segments as uniform and aim at reaching a wide audience. Mass marketing leads to generation of high revenues improving profit margin from wider audiences. This approach is also cost effective as it reduces productivity and advertising costs per unit through the utilization of economies of scale.
Firms using this strategy utilize more expensive forms of marketing which reduces competition from smaller firms. It is also beneficial as it helps businesses spread risks over several markets through increased research and development. Mass marketing also increases brand awareness transforming into increased sales and eventually lead to increased consumer acceptance of branded products. However, it is not easy to develop a brand that would appeal to all customers, and unsatisfied consumers may switch to consuming competitor’s products (Gath and Marsh 30-50). Mass marketing also involves high capital costs which may prevent a firm’s entry into the market, and they face fluctuations in demand. Conclusively, the two strategies have enormous benefits compared to respective barriers. A business management should continually evaluate its products to ensure they always satisfy the market and decide on an appropriate strategy.
Works Cited
Marsh, C. and David Guth. Public Relations: A Value Driven Approach. (4th ed.). Boston: Allyn and Bacon Publishers.2009. Print.
Raman K. and Prasad, A. Naik. Integrated Marketing Communications in Retailing.2004. 340- 352. Print.
