Integrated Marketing Communication

Imagine attending a recital of an orchestra. The melodious symphony comes from the collective resonance of all the instruments. Every instrument has a specific task; the goal is to have them come together in a way that produces beautiful music. Integrated marketing communication is similar, here advertising might be your violin, social media your piano, public relations your trumpet and so on.

Integrated marketing communications (IMC) is defined as the process of organization, planning, and monitoring of marketing components and data to control and influence brand information, associations, and experience.

It involves the coordination and integration of all the marketing tools into a single program which leverages the effect on end users and customers at the minimal cost.

The benefits of IMC

IMC is indispensable to both B2C and B2B companies. Integrated communication aims to develop and maintain a healthy mutual relationship with the customer. This is particularly important for maintaining brand value, since modern consumers expect to be able to interact with brands before, during and after a purchase or service. In other words, “IMC builds the relationships that build brands”. IMC is consumer-centric — which implies that it lays emphasis on meeting the needs of the target market by considering customer feedback.

too much stimuli, too little time

IMC maps communications around customers and helps them traverse through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.

This ‘Relationship Marketing’ builds a bond of loyalty with customers which can protect them from competition. The ability retain a customer imparts a powerful competitive edge.

IMC also increases profits through improved effectiveness. At the grassroot level, a singular message would have more impact than a plethora of messages. In a fast paced life, a concise, and simple message stands a better chance of making it through the thousands of advertisements bombarded on the consumers daily.

Campaigns with IMC done right

With integrated marketing plans, each and every Oreo communication is built around a key consumer insight. Oreo uses integrated marketing strategy to engage its consumers.

Integrated Marketing Campaigns

There is no silver bullet/ treat-all elixir for marketing. Successful marketing campaigns use multiple customer touch points through multiple channels. Treating your marketing efforts as an integrated campaign (unit) allows a business owner to leverage resources and increase consistency throughout their marketing channels. This method drive both transactional numbers in the short term, and strong branding for long term metrics.

Integrative Marketing Process 

 Audit of existing marketing campaigns & channels

 Finding and reaching your target audiences

 Helping you set goals and objectives for your campaigns

 Customized approach to reach target customers

 Brand management

 Implementation and connection approach strategies

 Cross-channel promotion

 Reporting and analytics

Industries Served:

Travel & Tourism

Music & Entertainment

Hosiptality & Events

Healthcare & Medical

Restaurants, Bars & Breweries

Wine & Spirits

Energy Efficiency & Utilities

Contractors 

Start-Ups & Small Business

Why Use an Integrated Marketing Communications Approach?

In this post, I’ll explain the importance of Integrated Marketing Communications (IMC) and how it can help achieve long-term sustainable results for your organization.

It is a brave new world with rapidly changing technologies, social media, and apps entering the market at a lightning fast-pace that can give you a headache.

Traditional media methods to reach consumers have changed with the Internet and social media adding complexity to the marketing mix.

Traditional media, Internet, and social media provide opportunities to reach consumers in various ways. Brand messages can be inconsistent or get lost across the different media options for your target audience.

If you are not currently using an Integrated Marketing Communications (IMC) approach, you may have had some of the common thoughts and feelings most marketers have without IMC. Ask yourself the following questions, and this will help you determine if IMC is appropriate for your organization.