propose short term marketing campaign but management act with little or no urgency and are hesitant to proceed considering the possibility of a positive feedback from the audience. This creates an atmosphere for demotivation in staff since no effort is applied to their thoughts.
Insufficient marketing budget is a major challenge since this guarantees little or no executing of marketing activities. The reality is that the company is small and marketing can be a great risk because every dollar counts and mistakes can negatively impact the bottom line. Currently, sales is at its minimum due political instability and inflation as an economical factor.
Another challenge in achieving Integrated Marketing Communication is poor marketing skill sets within the work force especially the marketing department. There is an increase in brand competition locally with the driving force of technology and the presence of e-commerce. The brand marketers need to be creative and develop impactful brand campaign and possess the ability to assess how to capture customers through new and emerging media channels.
Contributing to the challenges include lack of communication within departments. The purchasing department has a tendency failing to inform sales and marketing department of new product availability. This result in the products not being introduce to the market. Also, when there is promotions on specific items the sales team are not aware. If properly planned and executed, personal selling could have occurred contributing towards the IMC goal.
Difficulty arise in trusting the brand mainly because the company is currently in the phase of building awareness and establishing a presence in the market. Taking into consideration Facebook is used to channel the message along with the use of flyers occasionally.
In order to have a successful Integrated Marketing Campaign, management needs to ensure sufficient financial resources are accessible and human investment via training and select communications tools that are most suitable for the stage which the target audience has reached. For example, advertising may be very good at raising awareness or developing interest, while free samples and sales promotions may be the way to generate trial. This is just a glimpse into some of the theory.