평소 존경하는 마음으로 열심히 구독 중인 PR 시니어 김주호님의 블로그 '김주호의 PR의 힘'에서 <PR산업을 보는 눈>을 읽다가 밑줄.
"어차피 PR해달라고 오는 것보다는 '문제' 해결을 요청하는 경향이 늘어나고 그것에 대한 해답은 IMC적 접근일 수밖에 없다고 판단이 되기 때문에 광고회사의 역할이 거기에 있고, PR비즈니스에 대한 파생 상품이 커질 수밖에 없다고 보는 것입니다."
음 IMC가 뭐지?
정식으로 PR을 공부해본 적 없는 저는 이런 용어 하나도 생소합니다. 입소문을 뜻하는 웜(WOM)이 처음에는 벌레(worm)인줄 알았을 정도이지요^^;; 틈틈이 관련 서적을 보며 공부를 하지만 이렇게 새로운 용어를 접할 때마다 익히는 재미도 쏠쏠합니다.
IMC를 위키피디아에서 찾아보았습니다. 저와 같은 PR 꿈나무 분들을 위해 옮겨보면
Integrated Marketing Communications (IMC), according to The American Marketing Association, is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” Marketing Power Dictionary Integrated marketing communication can be defined as a holistic approach to promote buying and selling in the digital economy. This concept includes many online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry analyst relations billboard, radio, and television.
통합마케팅 커뮤니케이션이라는 말의 줄임말이었습니다. 모든 브랜드 접점(접촉? 시간이 시간인지라 적절한 언어가 더는 떠오르지 않습니다^^;)이 소비자 개별의 특성에 맞게 일관적으로 이루어지도록 하는 기획 프로세스, 정도로 해석했습니다.
There have been many shifts in the advertising and media industry that have caused IMC to develop into a primary strategy for most advertisers
7 main shifts
- From media advertising to multiple forms of communication (including promotions, product placements, mailers...)
- From mass media to more specialized media, which are centered around specific target audiences.
- From a manufacturer-dominated market to a retailer-dominated market. The market control has transferred into the consumer's hands.
- From general-focus advertising and marketing to data-based marketing.
- From low agency accountability to greater agency accountability. Agencies now play a larger role in advertising than ever before.
- From traditional compensation to performance-based compensation. This encourages people to do better because they are rewarded for the increase sales or benefits they cause to the company.
- From limited Internet access to widespread Internet availability. This means that people can not only have 24/7 access to what they want, but that advertisers can also target potential buyers just as much.
SEKURU FRANCO (1968)highlighted the issue of marketing in relation to the stigma of sales.
미디어 환경과 커뮤니케이션 방식, 채널 등이 변하면서 IMC는 더욱 중요해지고 있다고 합니다.
이 외에 시장이 생산자 중심에서 소매상 중심으로 재편되고 소비자의 권력이 더욱 커진 것, 일반적인 광고에서 데이터에 기반한(좀더 개별적이고 구체화된?) 마케팅으로의 전환, 전통적 보상에서 퍼포먼스에 기반한 보상 시스템으로의 변화, 인터넷 사용층의 확대 등도 중요한 대목입니다.
The goal of researching the elements of proposed integrated marketing communications is to create a campaign that is effective across media platforms. Some marketers may want only ads with the greatest breadth of appeal: the executions that, when combined, provide the greatest number of attention-getting, branded, and motivational moments. Others may only want ads with the greatest depth of appeal: the ads with the greatest number of attention-getting, branding, and motivational points within each.
In today's accountable marketing environment, sophisticated marketers must focus on applying IMC to move consumers from "awareness" to "action". Therefore, in order to optimize IMC performance the testing system utilized must be able to factor the abilities of multiple brand contact points to generate recall and to persuade. A consistent metric system using these variables will greatly simplify interpretation of the metrics and illuminate synergies to be exploited with IMC.
Although integrated marketing communications is more than just the ad campaign, the bulk of marketing dollars is spent on the creation and distribution of the advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign. Once the key marketing pieces have been tested, the researched elements can then be applied to other contact points: letterhead, packaging, trucks, customer service representative training, and more, to complete the IMC cycle.
Some other creative marketing communications methods include: social marketing and green marketing may enhance or facilitate the marketing process of building relationship among stakeholders (customers, employees, suppliers, partners, communities, shareholders).
소비자들의 "인지"에서 "행동"으로 옮겨가도록 하기 위한 통합마케팅 커뮤니케이션. 흠 이 대목은 역시 좀더 공부를 해야겠어요. 알듯말듯 알쏭달쏭한 것이 지식욕을 자극하는군요-.,-
일단 오늘은 여기까지.
관련 책을 좀 서치해봤더니, 후아 많네요.
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