Integrated Marketing Communication is the strategic coordination of different marketing tools and channels to deliver a consistent message that reflects the company’s brand and its aims. Instead of having a separate advertising department, PR department and web team, IMC combines them all.
In Corporate America today many buyers’ contact with a company consists not so much through word of mouth recommendations or seeing their ads, but rather online. IMC is intended to bring together every point of contact customers have with your business into one seamless narrative that may be trusted by all concerned and wished to do well.
At this point in the American business story, marketing has finally claimed its rightful place. It has become inseparable from sales, customer service, corporate values and even strategic management itself; integrated marketing communication brings all.
What is IMC and Why Should My Business Care?
Integrated marketing communications (IMC) is both effective and convenient. It can help companies gain a foothold in fiercely competitive markets.
It’s not just a case of businesses wanting to streamline their messaging and create a uniform brand image. IMC brings powerful solutions to companies that benefit their brands through effective communication. For a deeper look into how different systems contribute to marketing success, check out Types of Communication Systems in Marketing.
Contact IMC Includes These Symbiotic Marketing Elements
- Advertising: TV and online ads plus other paid media.
- Public Relations: Managing the company image through media coverage and relationships with the press.
- Newsletter Marketing: For blogs and E-zines that inform or entertain people who are interested in your kind of business.
- Product or Other Promotional Messages: Spontaneous replies to customer inquiries like “I’m looking for a CD player” have magically turned into a product.
Just spreading content around is not effective. The various component parts of IMC all serve to strengthen the whole when put together.
Why Businesses Use Integrated Marketing Communication
Consistent Brand Messaging
An article published by Forbes indicates that a united brand image across all platforms may increase revenue by as much as 23%. Today’s customers come into contact with companies at various junctures—from Instagram ads to store visits. If a series of such interactions yields conflicting messages, clients could be misled or disappointed.
IMC makes sure that no matter when or where customers come into contact with your brand, they hear the same thing—and that it rings true.
Customer Bond Strengthening
Today’s consumers want to feel that the brands they connect with understand them, value them. IMC helps deliver a message-centered concept.
For example, imagine a customer receives an email from your firm thanking him for the purchase and inviting him to connect with your company on social media. At social media sites, they then see a post which can be enticing as well as speaking very positively for your business.
More Efficient Marketing
Handling discrete efforts for each marketing channel ends up being incapable and less effective. IMC brings marketing strategies and tactics under a single management channel.
A single IMC campaign can be run across multiple marketing channels, so you don’t have to create different campaigns for each one. This approach not only saves time but also ensures a united campaign message.
To Obtain a Return on Investment (ROI) Increase
IMC can be seen as the effective combination of several marketing tools, in terms all expenses are worthwhile investment basis.
Example: Starbucks — with IMC, every store visit experience, the prizes from apps, and digital advertisements constitute a single ecological environment. The final result is one thing above all else—it brings us back to return on investments (ROI).
Better Positioned in a Multichannel World
Modern consumers engage with brands through various different channels, both online and offline. A report from McKinsey showed that 73% of consumers use multiple channels when making purchases.
Whenever and wherever your brand is met, the information it offers is consistent.
How to Build an Integrated Marketing Communication Plan
Step 1. Identify Your Core Brand Message
Define the key message that your brand wants to convey. Professional tip: Your basic message will resonate with the needs and desires of the consumers you wish to reach.
Step 2. Uniform Your Marketing Efforts
IMC demands integration. Team coordination tools or platforms for marketing can help unite and streamline work.
Step 3. Make Use of Customer Data to Gain Valuable Insights
Use customer data to find out how your customers are interacting with your brand and which platforms they visit regularly. Tools such as Google Analytics, HubSpot, or customer surveys help here.
Step 4. Make Your Content Uniform
Create adaptable content that can be repurposed for different platforms, but sticks to your main message.
Step 5. Measure Deliverables and Improve Performance
IMC thrives on continuous improvement. Refine your methods based on hard data and make sure every incremental change gets you further in communicating brand messages effectively.
Nike’s IMC Strategy – A Case Study
Nike’s Just Do It campaign is a classic example of Integrated Marketing Communication. Every element of the campaign, from TV commercials to Instagram ads to in-store displays, implemented a consistent and compelling message: the power of empowerment.
Nike uses personalized email marketing, broadcasting customer stories, and meaningful social media conversations to create engagement and loyalty.
Making IMC Work for You
Integrated Marketing Communication not only applies to large enterprises but also to small and medium-sized businesses.
By integrating your marketing channels into a unified approach, you can both reduce resources and develop enduring ties with your followers that soon pay off.
Give our professionals a phone call now and discuss your company’s communication plan future—today it is never too late to begin
