P-ISSN: 2827-9832

E-ISSN: 2828-335x

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589

MARKETING MANAGEMENT'S VIEW OF INTEGRATED

MARKETING COMMUNICATIONS

Erdi Adrimurlan Chaniago, Nafiah Ariyani

Universitas Sahid Jakarta

uda92chani@gmail.com, nafiah_ariyani@yahoo.com

ABSTRACT

Regardless of the value of the products sold, marketing activities are an integral part of running a business.

Without proper marketing, the business will not be able to achieve optimal sales. Today's businesses must

incorporate marketing and business activities into their overall strategy for success. This is due to the fact

that modern business attaches great importance to integrated marketing communications. Some businesses

use a combination of ineffective and inefficient marketing communications that do not communicate their

message properly to potential buyers or consumers. This results in a constant need for remarketing efforts by

businesses to reach their intended audience. This study used a case study approach to collect data. It uses

interviews with medium and small business owners to gather information regarding the importance of

integrated marketing communications. In addition, he took inspiration from other research to gather

information on the advertising strategies and approaches of Whole Milk SMEs. Upon completion, this study

demonstrates the important role of integrated marketing communications in Whole Milk SMEs. It also

reveals what marketing strategies Pure Milk SMEs are using and how they plan to further promote their

brands.

Keywords: Integrated Marketing Communications, Case Studies, Marketing Management

This article is licensed under CC BY-SA 4.0

INTRODUCTION

Regardless of the value of a product, any business needs a well-executed marketing plan

to maximize sales. Without proper marketing, it is impossible to achieve optimal sales figures.

This is why Sudirman et al (2020) state marketing as an essential part of any business success.

When selling products, companies need to develop messages that convey the function or

usefulness of their products to consumers. This message includes information about the target

market — the people who can use the product — the price, where to buy the product, and any

other messages the company wants to convey. In addition, the message should include how the

product benefits consumers (Indah & Maulida, 2017). Effective and efficient marketing

campaign management is referred to as marketing management. This process seeks to achieve

organizational goals effectively and efficiently through the implementation of marketing

communications. This campaign is a message aimed at increasing sales; They are governed by

marketing communications.

Since the creation of the internet, modern marketing has begun an era that continues to

grow rapidly. This change is largely due to the mass adoption of social media. With this

technology, consumers can more easily express their views on a brand through instant live

broadcasts (Smith & Zook, 2019).

Companies must use well-integrated marketing communications to prove the value of the

product. They should follow the specific marketing strategy outlined by Princess et al. for each

company (2020). Several steps must be taken to create this strategy, and these are listed below.

Marketing Management's View of Integrated Marketing Communications

590 2, 2., January 2023

1. Planning

There are several steps in planning according to French & Asifi in (Abidin, 2015) namely:

a. Analyzing the problem

b. Analyzing the audience

c. Formulating the problem

d. Selection of media and communication channels

2. Implementation

Before launching a planned strategy, implementation is the act of directing resources and

administration through a cohesive plan (Amirullah & Strategi, 2015a).

3. Evaluation

Evaluating the plan once again reaffirms the chosen route, which is tested against the

intended strategy. Doing this leads to the creation of the next strategic choice (Amirullah &

Strategi, 2015b).

Some businesses have not integrated their marketing communications to avoid reaching

their customers. This includes small, medium, and micro enterprises known as MSMEs. Since

MSMEs do not use unified communication methods, researchers want to learn more about their

need to always remind their consumers to buy back their products. This is because they did not

implement cross-platform communication "Marketing Management's View of Integrated

Marketing Communication on Whole Milk MSMEs".

METHOD

Case studies are used in this research as a form of qualitative research with an approach

that combines several integrated marketing communication approaches. This is because the

study examines the perspectives of marketing management in including various forms of

marketing communication in their plans. explained that qualitative descriptive research

methods are a way for researchers to explore or photograph social situations. It involves

collecting data by interviewing Whole Milk Small Business owners and exploring journals and

other relevant information. In addition, this method helps researchers formulate problems that

will guide them through their research.

RESULTS AND DISCUSSION

Mass media advertising is the most commonly used form of promotion in recent decades.

This belief comes from past marketing theories that concluded that gaining public attention

through advertising campaigns is the most effective method. However, other forms of

promotion such as sales promotion and direct marketing are only used in certain circumstances.

Big American businesses in the 1980s realized the need to combine their marketing and

promotional efforts to increase sales. This encourages them to use an approach called integrated

marketing communications. It combines various promotional methods and other business

practices into a single process.

Marketing communications provide a wide range of functions. They can remind people

about the products they sell, provide information about the products, persuade buyers to buy

Marketing Management's View of Integrated Marketing Communications

591 2, 2., January 2023

the products, explain how the products are used and who the products are for. They can also

perform many other functions related to the value of a product

Companies can use integrated marketing communications to promote their products and

increase sales. This effect can be seen by both the buyer and the company itself. Companies

can use this approach to help them explain the products and services they provide as well as

remind customers of them. It can also help in communicating with potential buyers about the

company's offerings (Widodo & Zulianto, 2022).

Data presented by the Ministry of Cooperatives and SMEs shows that 16% of all small

businesses in Indonesia use digital marketing methods. This means that marketing methods are

not yet integrated among all small businesses.

Figure 1. Data on MSME Marketing Methods in Indonesia in 2023

Even small companies like mom-and-pop stores can use integrated marketing

communications to promote their products. This is because this program applies to all

businesses, large or small. Customers are often exposed to integrated marketing

communications through materials such as brochures, banners, discounts, and samples. Online

marketing can also be used to promote the products of low-budget companies. Although

MSMEs have limited capabilities for integrated marketing communications, they can still use

certain tactics. Some of the most effective methods for MSMEs are sales promotion, publicity,

advertising, and direct marketing. Due to limited funds, most of these activities are not

possible—with only a few exceptions. This is because most MSMEs do not have enough

money to carry out these other tactics (Chrismardani, 2014).

Since 1987, Whole Milk MSMEs have been run by the second generation. It is an individual

business located in Arjasari, Bandung, West Java. The business sells cow's milk in one-and-a-

half-liter packages. In addition, it provides a place for people to drink on the spot.

Marketing Management's View of Integrated Marketing Communications

592 2, 2., January 2023

Whole Milk MSMEs use word-of-mouth and face-to-face marketing between sellers and

buyers. They also use marketers, such as salespeople, to market products to potential

consumers. Without the marketing communications of Pure Milk Small and Medium

Enterprises (or SMEs), these companies cannot compete with other competitors due to more

integrated marketing communications. Their competitors use advertising, sales promotion,

events, public relations, mail marketing, and interactive marketing. As a result, without

effective integrated marketing communication, many Whole Milk SMEs are experiencing a

decline in sales.

Whole Milk only uses a few methods in marketing its products. This includes word-of-

mouth marketing, personnel sales, and interactive marketing through Google maps. One way

is word-of-mouth marketing on Facebook Pages – users create these pages to show the

availability of their products – and through WhatsApp Business Contacts. With decades of

word-of-mouth marketing, people's continuous sales continue to grow. This is because people

share their personal experiences with the new purchase of MSME Pure Milk products. Many

also encourage their family, friends, and neighbors to buy the product.

Martabak’s In-law Company applies the concept of a 4P marketing communication mix,

covering venues, promotions, prices, and products. They also use various marketing

instruments such as advertising, sales promotion, public relations, and personal sales. The study

was conducted by the university for other small businesses.

Sambal Pecel Tanding Roso from Madiun uses a marketing strategy through social media

only. They use Instagram and Facebook to promote their products, which consumers value for

the speed of their responses. In addition, many MSMEs use this strategy to market their

products by replying to comments in the customer writing column.

By using integrated marketing communications, Whole Milk MSMEs can enhance their

marketing efforts by adding social media promotions to their ranks. This method helps them

increase brand awareness and sales by providing additional benefits.

It would be beneficial to use digital marketing tools such as e-commerce and social media

in conjunction with a unified marketing communications strategy. It will allow for optimal

results only by focusing on sales (Dermawansyah & Rizqi, 2021).

Digital marketing provides many advantages. It can be used by businesses of any size and

even by mom and small pop stores. No other form of advertising has the same broad appeal as

digital marketing. Anyone and anywhere can browse the site quickly and easily. Moreover,

searching for this site is quick and easy. Finally, buying products is much faster and easier

without having to go to the store physically. This was stated by (Adha & SE, 2022).

Marketing Management's View of Integrated Marketing Communications

593 2, 2., January 2023

Using integrated marketing communications, a company builds a brand image. One way to

achieve this is to use personal branding that combines online and offline activities—and this

affects how people see the products they sell (Fazri, 2022).

Marketing plays an important role in describing the image of the company. Consumers

usually don't know anything about the company's products or services unless they are exposed

to marketing materials. This resulted in increased consumer awareness and familiarity with the

product, which led to sales (Tambunan & Wijaksana, 2019).

Consumers perceive the company's brand equity as an asset with monetary value. This effect

can last long after the company ends its production. When a company increases its brand equity,

it benefits both the company and its customers. This increases the trust in the program and

attracts new customers while maintaining the engagement of existing customers (Ramdani,

2022). Increased consumer loyalty also results from brand awareness—positive results

confirmed by (Pranata & Mayliza, 2019).

CONCLUSION

The above discussion leads to the conclusion that integrated marketing

communications are an important aspect of marketing management. There are many different

strategies for each type of business; however, Whole Milk MSMEs do not have the ability to

apply all these methods.

Without effective integration of marketing communications, many buyers do not

understand what MSMEs want to convey to them. This has resulted in conventional sales

methods that only use physical stores. Currently, Whole Milk MSMEs have difficulty

understanding the benefits of integrated marketing communications. This is largely due to

financial limitations and a lack of understanding of integrated marketing communications by

its founders.

Free marketing materials are easily accessible in today's digital age. This is because

many businesses do not have the initiative to use alternative methods for their marketing

campaigns. Instead, they choose to pay with conventional marketing methods

Suggestion

1. This information will help you understand what MESE will deliver when

implementing a marketing strategy.

2. Make existing marketing campaigns even better by increasing the scope of their

integrated marketing efforts.

Future Dairy MSMEs need to increase their entrepreneurial spirit and positive thinking. This

will cause Pure Milk MSMEs to grow and develop in the future to meet the needs of Cow's

Milk.

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