Digital campaigns and IMC

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What does Integrated Marketing Communications (IMC) mean?

It is the unity of marketing communication elements, like public relations, social media, and advertising, into a brand message that remains consistent across distinct media channels.

For a company to have a multi-pronged marketing plan, the company must have a IMC plan in place to reach a larger audience. In order to have a successful IMC plan, there are a few steps needed.

Step 1 – To have a clear understanding of who our target audience is!

We have to know who our target audience are. What age group are they in? What are their motivations for them to purchase or do something? How channels do they like being communicated to? After we fully understand who they are and what do they use, we can move onto …

Step 2 – Pick your channels!

Every consumer is different and all of them use different channels to communicate. Some may like Facebook, others may like Twitter, and another group may like Instagram better! Using the correct channels can help companies to better engage consumers and ensure that more consumers are your brand! It helps your company to save time and cost as well!

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Step 3 – Have a consistent look!

This is very straightforward. It means to have the same “visual identity” on all channels, be it company’s website, mobile app and social media. The company logo, font size and colour have to consistent for consumers to recognize and remember your brand!

Step 4 – Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels!

There are 3Cs to remember here:

Communications – message to reader should be concise, not confusing

Compelling – interesting or relatable to reader

Consistent – same throughout all channels

Step 5 – Ensure that your messaging is integrated!

Here’s an example where all channels are link visibly.

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Step 6 – Make sure your marketing teams/agencies are working in sync!

There will be many employees in the support team replying to consumers. Someone has to be in-charge to ensure that message sent across has to be consistent at all times.

Step 7 – Don’t forget to track your campaigns – and coupons!

Companies have to track how the campaign is progressing through data received. There should be an increase in customer engagement, sales revenue and customer satisfaction and retention if the IMC plan is successful!