Integrated Marketing Communications

What is Integrated Marketing Communications (IMC)?

IMC is a simple concept; it is a process for managing customer relationships that drive brand value (Duncan, 2002). Integrated Marketing Communications refers to a 'multi-disciplinary field that combines traditional and new media practices' (Masters In Communications).

What does it involve? 

IMC involves clearly identified communication objectives, full range of target audiences, management of all forms of contact, range of media and promotional tools and selecting the most effective promotional mix (Pickton & Broderick, 2001).

Some tools that can be implemented for IMC include advertising, sales promotion, public relations, personal selling, direct marketing, mobile marketing, email marketing as well as social media marketing. 

Lets take a look an an example!

Apple have integrated their campaigns through traditional and digital advertising. They have recently launched their new iPad Air this month. One of their social media marketing examples include the 'Introducing iPad Air' video that was posted on YouTube, which significantly reached a wide audience as it received more than 11 million views. They have also shared the product using other social media platforms including Instagram, Facebook & Twitter to reach to their audience and generate further exposure. Along with direct marketing, through emails. Some examples of their traditional forms of media that have been implemented include their campaign displayed at train stations and outdoor billboards.  

So why was their campaign successful and what does it take to implement a successful IMC?

To create a successful Integrated Marketing Campaign, it is required that businesses:

1.  Have a clear understanding of who your target audience is 

2. Pick your channels, in which will help reach business objectives 

3. Have a consistent look

4. Create clear and consistent content that can easily be adapted to suit different media channels 

5. Ensure that your messaging is integrated 

6. Make sure your marketing teams are working effectively and keeping each other updated 

7. Don't forget to track your campaigns 

Additionally, it is important that businesses take into consideration of their campaigns being coherent, consistent, connected/continuous and complementary. 

1. Coherent - As different communications across a wide range of applications need to be all connected 

2. Consistent - It needs to be consistent, particularly messages that help support deliver the campaign's key message 

3. Continuity - Communications should be connected and consistent throughout the campaign 

4. Complementary - Synergistic - It needs to include an overall of parts which is greater than the whole 

Ultimately, the following recommendations to create an effective IMC is vastly important to take into consideration as only implementing various media forms does not lead to creating a successful campaign. It is much more than traditional and new media communication practices. 

Thank you so much for reading my final blog post! Let me know your thoughts on IMC down in the comments. 

- Sally