Integrated marketing communications (IMC) is an approach to creating a unified and seamless brand experience for consumers across channels. Integrated marketing is a strategy aimed at unifying different marketing methods such as mass marketing , one-to-one marketing , and direct marketing .
For example , integrated marketing communication ( IMC ) employs several channels to convey the campaign messages. This enables prospects and customers to interact with your brand via their preferred channel. That’s why integrated marketing strategies are often called integrated marketing communications or IMC .
Integrated marketing communications ( IMC ) is a process through which organizations accelerate returns by taking a customer-centric approach to aligning their marketing and communication objectives with their business or institutional goals. (Definition provided by Don and Heidi Schulz.)
Integrated Marketing Communications ( IMC ) is a strategic , collaborative, and promotional marketing function where a targeted audience receives consistent and persuasive brand messaging through various marketing channels in an integrated way to move buyer’s through the decision making process.
Components of IMC include: the foundation , the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
Benefits of Using Integrated Marketing Communications Improved Results. With the traditional marketing, you’ll find businesses setting up different campaigns for separate marketing streams. Improved Brand Image. Cost Effective. Increased Morale. Diversity. Reduced Confusion. Maintained Focus.
B2C companies such as Coca-Cola, Red Bull, Starbucks, Apple, American Express, Stonyfield Farm/Danone and newcomer GoPro are great examples of companies that are doing IMC right. B2B companies such as Intermedia, Datavail, and Rockwell Automation are also using IMC to achieve business and marketing goals.
Tools of Integrated Marketing Communications Advertising . Personal selling . Direct Marketing . Mobile Marketing. Social Media Marketing. Public Relations . Sales Promotion . Sponsorships.
Some example internal marketing efforts include: Educating employees on the company goals and values. Encouraging employee input on corporate policies and leadership, allowing open dialogue and accepting any criticisms. Nurturing communication and collaboration among employees.
Developing a communications plan can seem like a daunting task, so we distilled the process down to six steps to help you get started. Set Clear Goals and Objectives . Identify and Prioritize your Target Audience (s) Craft a Compelling Message. Develop Integrated Strategies and Tactics. Build a Better Budget .
Step 1: Establish Trust. Step 2: Speak Clearly and Concisely. Step 3: Recognize Problems in Communication. Step 4: Learn How to Use Tone and Body Language.
There are four types of marketing communication , including advertising, public relations, and sales promotions. Being the most powerful device of marketing communication , advertising offers an extended reach to audience and high frequency of message delivery.
The IMC mix of Nike comprise of advertising, branding, cyber marketing, direct marketing, personal selling, sales promotion and publicity and public relations. It uses traditional as well as online tools of mass media to reach its customers.
IMC has four primary objectives: creating brand awareness , generating product interest, increasing the desire for products and prompting action in the form of a sale.
6 Steps in the IMC Planning Process Step 1: Know your target audience. As a general rule, there is no “general audience”. Step 2: Develop a situation analysis. Step 3: Determining marketing communication objectives. Step 4: Determining your budget. Step 5: Strategies and tactics. Step 6: Evaluation and measurement.