Take a look at this Vans advertisement.
Do you think it would attract customers? Do you think it is successful? Well, I love it.
Every brand would want to do well and be successful, but how? One thing that they should take note would be to understand what in the world is IMC. To simply put it, integrated marketing communications are when business owners apply all relevant marketing tools together and ensure that it works in favor for the business.
Many people would assume marketing requires advertisements to be put up but what they don’t know is that “marketing” is actually more than that.
I’m sure you already know that times are changing are technology is evolving, its something you can’t deny. For marketing, it is the same.
New media is now involved with traditional media to reform the ways of how a marketer does his job from the past. With social media, marketing has evolved and has gone digital don’t you think? Like I said, many have not realized but if you think about its true. Take social media for example, like I’ve mentioned before in my previous post, these digital platforms have been able to attract new and even more customers than anyone could expect!
Brands are looking towards pulling than pushing and with the power of online ads and the data generated from social media platforms, the results can be crazy. You can even say that “going online” changed marketing forever. Convenience for consumers, money for marketers!
How to be successful using IMC?
Clear understanding of your target audience
Its obvious and basic for marketers to understand who are the core users or consumers of the product or service.
This understanding allows marketers to determine what actually are the needs and wants of the customers or even what motivates them. Marketers will only able to deliver and approach customers the right way by having this knowledge in their pocket.
Channel to use
Sure, there are many different channels that businesses to use for their campaigns. But is it efficient to use all? The answer is NO.
Lets take a look a American Express or AMEX for short.
Those guys really took action and proved it by taking advice and knowledge from experts on their online open forum. End result? Content rich website found on search engines from American Express but idea not from American Express. What do you think?
It will be pretty weird if various campaigns all bring about different messages to the customers.
Think about the Coca Cola campaign few years back in SG50. Basically what the company did was to have people hashtagging #ShareACoke. Wouldn’t it be really weird if suddenly halfway the company decided to change this message to #CokeTheBest ?
Consistent and clear content
IMCs will work best if the messages intended to deliver and the channels are all aligned and suit perfectly. If the messages don’t fit how you would marketers expect customers to understand right? For example, would a teenager prefer to see Harvey Norman promote their cooking pots or the latest sleek loud speaker on Instagram?
Ensure that messages are integrated
By integrating advertising and campaigns across multiple platforms, the reach towards the consumers are more effective than just a single platform alone. Traditional or new media themselves wouldn’t be as successful if they are only done separately.
Synced marketing teams and remember to track campaigns
Wouldn’t you agree that when teams are all on the same page and they understand each other, there would be higher chance of success? Well, I for sure can say that improves their productivity to come up with creative and innovative ideas! They could also help reduce whatever errors that could come across.
Failure in marketing campaigns is could happen to anyone but that does not mean its cannot be prevented. By continuously tracking the campaigns, owners or marketers can decide what could be done better and prevent mishaps that could happen along the way. Prevention is betters than cure, you have heard it before right?
In conclusion, IMC is sure to be present in EVERY marketing campaign. Whether it is done right or not it really depends on how marketers plan. Like I said, prevention is better than cure and no company would want to see their customers lose trust and faith in them.