So what exactly is IMC? And how does IMC propel businesses to become successful? IMC stands for Integrated Marketing Communications and it is a strategy that combines various marketing methods that contributes to a common goal, delivering the right message to your target audience regardless of how they interact with your brand. While it is difficult to execute an IMC strategy well, a successful IMC strategy looks at the strengths of each marketing methods that are utilized and the content that is being created are tailored accordingly to the methods being used. Some of these marketing methods include advertising, social media, direct marketing, digital marketing, public relations and more.
So is IMC important?
Definitely! In modern society, IMC has been an important tool for many businesses to adopt as it can help to improve their businesses significantly. If a business is not fully utilizing on IMC, they risk on losing out to their competitors who are utilizing IMC effectively to gain brand awareness in the market.
Basic steps on crafting a successful and effective IMC strategy
Here are some of the steps that will ensure a successful IMC strategy that you can
gain an advantage from your competitors.
Step 1: Being clear on the intended target audience and WHY them
It is important to clearly identify your target audience by categorizing both their demographic and psychographic (attitudes, interests and behaviors), and this will help to develop effective messages that can reach out to them after identifying the best communication channels to do so.
Step 2: Identifying the right communication channels to convey the message
Before identifying the right communication channels, link back with the goals and objectives that you seek and then determine which channel suits best that are more frequently used by your target audience so as to increase the chances of the desired reach to them. It is also important to analyze the pros and cons of each channel as well.
Social media platforms are generally more suited to the young adults while Public Relations and Advertising will sit better with older adults.
Step 3: Ensuring a consistent and unique look
Visual identity is far more than just a brand logo and making this consistent is important. Ensuring a consistent and unique look on your brand will create a unique brand identity that your target audience can relate to and distinguish from easily.
For example, using the same shade of colors for your marketing campaigns.
Step 4: Evaluate and keeping track of your campaign
Implementing the proper data analytics in place will help to give you a better understanding on how effective your IMC strategy is in reaching out to your desired target audience.
Gathering feedback while also evaluating how your IMC campaign is faring will also help you to do the necessary adaptation and improvisations along the way so as to be able to further reach out to your desired target audience.
Adding on, the feedback will also help in creating a better IMC campaign as well in the future which can suit your future target audience more effectively.
Killing two birds with one stone isn’t it?
An IMC strategy needs to be clearly defined while having a strong, consistent message that can resonate well with their target audience is also important as well as it helps to create that competitive advantage businesses can use to stay one step ahead of their competitors. This will make them more efficient and effective in communicating with the right target audience. By doing so, it will definitely help them to establish a strong brand image in the customers’ mind.
Feel free to leave a comment below and tell me what you think about IMC!