At its most basic level, integrated marketing communications means using a combination of promotion in various channels to bring the brand message across. But what does that mean in practice?
As an example. Whenever Starbucks releases its annual pumpkin spice latte, you will start noticing its arrival wherever you go. Posts on Instagram, heavily promoting this festive drink; all in-store signage of-shop for gifts and coffee but does it every day with many big names instead that are less often known to people outside certain circles (perhaps they just happen to be using Starbucks garbage-disposal marketing or recycling stickers–very Community minded); email s promoting discounts available only from 2-4pm that Tuesday–everything pastes together with those branded #PSLSeason hashtags into one seamless whole, coherent message.
IMC ensures that none of these moves is isolated or contradictory. Instead, all the different elements build their impact on each other to reach a crescendo; customers enjoy a seamless experience.
The Benefits of Integrated Marketing Communications
Consistency Brings Confidence
Branding requires consistency. When your messages are integrated across different channels the customer is interested a trust starts to build in your brand anchor point. Play from this on printing materials and websites of financial institutions, but it makes no sense for advertisements shown in so many media for the “security” of “no the company is critically necessary”! Imagine if a financial firm tried email marketing its products as ‘highly secure’, only to mess up on all other such advertising in design and general look. That makes both people confused and doubt the message being conveyed to them.
With Integrated Marketing Communications, your brand delivers a cohesive image across every platform.. Your customers see an image that grows, not fragments one.
Increased Efficiency and Cost Effectiveness
A random marketing strategy is both inefficient and expensive. At it’s core, IMC allows organizations to integrate their marketing efforts by reusing material and focusing budget on campaigns which have a cumulative impact.
For example, instead of launching three full-scale campaigns–one each for email marketing, social media and printed materials–marketers can produce content that is adaptable and publicly accessible across different channels.
Ensures Stronger Branding
A constant message repeated often is more likely to stick in viewers’ minds. Through the integration of communications, companies manage to raise the frequency and visibility of their message such that a purchaser can connect with it easily.
Reaching Customers on Their Own Terms
With technical developments, people have many different encounters with a company. From a TV commercial, a user moves straight to the website; stops for its Twitter content, Youtube video etc ; and then comes to finalize the deal in person.
IMC makes sure that these paths do not feel like dozens of unconnected moments, but just one long road to buying point.
Increases ROI
Unified communications shift marketing strategies towards performance. Updated data from many channels offer insight into what is working and what is not, enabling companies to optimize resources as well as increasing the returns on their investments.
How Integrated Marketing Communications Are Used by Organizations
Define Your Brand’s Voice
Each single marketing communications item should reflect the character of a brand. This contains visual elements like logos and color schemes, and less touchable aspects such as tone of voice. Before constructing an IMC campaign, businesses must establish distinct rules in order to make consistency across channels.
Understand Your Audience?
IMC doesn’t operate without a deep understanding of your audience. Run demographic, psychographic, and behavioral studies to find out where and how your customers come into contact with your brand.
Select The Right Channels
IMC is not about using every conceivable channel; it’s about using the ones that match your goals and audience. For professional services, LinkedIn and email newsletters may be central channels. For E-commerce firms that target millennials, Instagram and TikTok could now be king.
Coordinate Teams and Messaging
Attaining integration necessitates cooperation among different marketing teams in place of a director. A centralized group faces possible glitches in message, which is why collaboration and communication are key.
Use Technology to Link Efforts
Fortunately, companies today have access to tools that streamline the integration process. Platforms like HubSpot and Salesforce allow companies to manage customer interactions across a variety of media for seamless communication.
Continue to Measure and Build On Success
IMC is one of the key strengths of marketing; this ability allows for any number of channels to be measured. Organizations should regularly look into what’s working and fine-tune their campaigns in order to minimize oversights. Continually harvesting insights allows for better convergence across all parts of marketing.
Brands Proficient in Integrated Marketing Communications
Coca-Cola
One of the best illustrations of how well IMC actually works is Coca-Cola’s “Share a Coke” campaign. From personalized bottles and social media hashtags to television ads and in-store promotion advertisements, the theme was personalization. Every channel supported each other to generate excitement and encourage customer involvement.
Nike
Nike does not allow its “Just Do It” slogan to live only in the television ads. Whether it be through sportsman endorsements, Instagram postings accompanied by empowering quotes, or User Generated Content with branded hashtags, Nike ensures that the spirit of its brand is uniformly transmitted across all platforms promoting an active and ambitious lifestyle.
The Future of Integrated Marketing Communications
As customer journeys are increasingly fragmented across multiple channels, the importance of IMC will only grow. By adopting this approach, organizations can build a highly trusted brand with significant long-term customer loyalty–something that might give them an edge unless enlightened competitors that just see short term benefits.
A persuasive argument is being made: In the future, from macro-brands down to local businesses-large and small alike will find that IMC is no longer just a matter of fashion but not using this powerful tool could be seen as ignoring an important resource in communicating a message effectively. IMC may sound like one word but there are many meanings hidden here.
Take Your Marketing to Another Level
The time to start is Now! If your organization is not already investing in integrated marketing communications, define the identity of your brand; identify what channels are best and then finally come up with a unified strategy that brings it all together.
With technology prowess, a creative team in perfect alignment and a careful strategy–all the fiends of beauty combine to make your marketing effort a unified and powerful whole.
