Integrated Marketing Communication Tools
- Advertising. Advertising makes use of multiple platforms and media channels to present the brand message. ...
- Sales Promotion. ...
- Personal Selling. ...
- Public Relations. ...
- Direct Marketing. ...
- Social Media Marketing. ...
- Mobile Marketing. ...
How to create an integrated marketing campaign?
How to Create an Integrated Marketing Campaign
- Determine Overall Marketing Goals. Has your company launched a new product or service? ...
- Determine How the Goal (s) Will be Measured. Any and all goals of an integrated marketing campaign should be able to be measured over time.
- Choose Channels That Make Sense. ...
- Develop Brand Guidelines. ...
- Launch Your Integrated Marketing Campaign. ...
What are the functions of Integrated Marketing Communications?
Why Is Integrated Marketing Communications Important?
- Builds Brand Recognition and Trust. If a brand is able to reach its intended consumer multiple times, across various channels, they begin to resonate with its audience.
- Allows You to Reach Larger Audiences. Using more channels to communicate increases the number of people a company is able to reach. ...
- Yields Higher Revenues. ...
What are the benefits of Integrated Marketing Communications?
Why is integrated marketing communications so important?
- Consistency: Consistent messaging is less confusing to customers. That’s why lots of brands pick a tagline, like “Have it Your Way”, and use it in their print ads, their commercials, ...
- Clarity: A clear, reinforced message is much more effective than several different messages. ...
- Placement: Not all customers are going to see all your advertising. ...
What does integrated marketing communications stand for?
Integrated Marketing Communication or IMC is a marketing strategy that aligns and interconnects the various platforms and communication channels to create a singular branding message. Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages.
What does an integrated media communication campaign use?
Answer: Integrated marketing communication (IMC) can be defined as the process used to unify marketing communication elements, such as public relations, social media, audience analytics, business development principles, and advertising, into a brand identity that remains consistent across distinct media channels.
What is an integrated communication campaign?
Integrated Marketing Communications (IMC) is the practice of targeting customers/audiences using diverse channels, with consistent messaging. Integrated campaigns use this practice on the campaign level to reinforce messaging across multiple platforms.
What tool is used by integrated marketing communication?
As we've mentioned previously, Integrated Marketing communications can be used harmoniously with five primary communication tools. These are advertising, direct marketing, internet marketing, sales promotion and public relations.
What are the features of an integrated marketing communications campaign?
Coherence – different communications are logically connected. Consistency – multiple messages support and reinforce, and are not contradictory. Continuity – communications are connected and consistent through time. Complementary – synergistic, or the sum of the parts is greater than the whole!
What are the 5 components of IMC?
Five Steps of the IMC ProcessIdentify your customers from behavioral data. ... Determine the financial value of your customers and prospects. ... Create and deliver messages and incentives. ... Estimate the return on customer investment (ROCI) ... Budget, allocate, evaluate, and recycle.
What makes IMC campaign effective?
Integrated campaigns are effective at balancing both short-term sales uplifts and long-term brand-building effects by combining a range of different channels. The advantages of creating a joined-up, integrated marketing communications (IMC) plan are well-documented and go back over twenty years.
What are the 6 IMC tools?
Tools of Integrated Marketing CommunicationsAdvertising.Personal selling.Direct Marketing.Mobile Marketing.Social Media Marketing.Public Relations.Sales Promotion.Sponsorships.
What is the most effective tool for marketing communication?
Following are the best 18 marketing communication tools to reinforce your brand message and promote sales:Advertising. This is one of the biggest communication tools that marketing teams have. ... Sales promotion. ... Direct marketing. ... Email campaigns. ... Newsletter. ... Personal selling. ... Public relations. ... Social media.More items...•
What are the 4 methods that marketers use to communicate with customers?
Text/ChatEmail. Emailing went out of style for a few years as texting and social media became more popular forms of communication. ... Social Media. One way to easily stay in contact with customers, new and old, is through social media platforms. ... Phone conversations.
How do you create an IMC campaign?
How to Build an Integrated Marketing CampaignEstablish your overarching campaign goal.Choose your marketing channels and set goals for each one.Define your buyer personas by channel.Identify your channel managers.Create adaptable marketing assets and messaging.Establish your plan for collecting leads.More items...•
What are integrated communications?
What is integrated communication? An integrated communication strategy is the connective tissue that ensures brand consistency across all channels and aligns communication with business objectives. It considers who the target audiences are and how and where to communicate to engage them and move the business forward.
How do you create an IMC campaign?
How to Build an Integrated Marketing CampaignEstablish your overarching campaign goal.Choose your marketing channels and set goals for each one.Define your buyer personas by channel.Identify your channel managers.Create adaptable marketing assets and messaging.Establish your plan for collecting leads.More items...•
What integrated marketing examples?
Integrated Marketing: 7 Successful Campaigns Through the DecadesVolkswagen - “Think Small” ... Budweiser - “Wasssup” ... Dove - “Campaign for Real Beauty” ... Apple - “Get a Mac” ... Old Spice - “The Man Your Man Could Smell Like” ... Melbourne Metro Trains - “Dumb Ways to Die” ... Nike - “Breaking2”
What Is an Integrated Marketing Campaign?
An integrated marketing campaign involves different marketing channels that are used in combination to promote your products or services. These marketing campaigns help align your brand messaging to ensure consistent delivery across marketing channels and assets. While the term "integrated marketing" is sometimes used interchangeably with "omnichannel marketing" or "multichannel marketing," integrated marketing really focuses on consistent messaging across platforms whereas multichannel marketing tends to target different segments on different marketing channels.
Why choose integrated marketing?
Why choose an integrated marketing campaign over other types of marketing campaigns? Integrated campaigns are all about targeting your audience using consistent messaging across multiple channels. This gives you more opportunities to meet your audience wherever they are. And, the statistics back up the need for integrated marketing campaigns.
How many companies don't have integrated marketing?
Despite the obvious benefits of integrated marketing campaigns, roughly 55% of companies do not have an integrated marketing strategy in place (CMO Council). If your company is one of those that aren’t using integrated marketing campaigns, here are some best practices that will help you get started.
Why is it important to repurpose content?
Repurpose content to reduce content creation costs. Of course, more marketing channels also means that your planning and delivery will be more intensive. You'll have more deadlines to meet, more data to collect, and more data points to analyze.
What is a call to action?
What's your call to action? Your call to action is what your target audience to do with the message you're giving them. This might be something simple like signing up for an email newsletter or something big like registering and paying for your online course.
Is the launch button the end of a campaign?
Hitting the "launch" button on your integrated marketing campaign isn't the end of your work . In fact, you're just getting into the best part—tracking the success of your campaign. There are tons of marketing analytics tools available to help you track the success of your marketing campaigns. Depending on the channel and your goals, there are different metrics you might find important:
What is integrated marketing?
At the core of integrated marketing is a compelling and engaging brand narrative. The marketing messages you deliver in each channel should build upon each other, and should progressively educate your audience as they continue to interact with your brand.
Why is integrated marketing important?
Greater consistency within your brand’s narrative associated with integrated marketing leads to better overall campaign performance. Companies that lead in marketing results are 1.5 times more likely to have an integrated technology solution in place that helps them convey the same narrative across all of their channels.
What is Marketo Engage?
With Marketo Engage, a comprehensive marketing automation solution, you can streamline your integrated marketing strategy and scale it to function across as many channels as you need to support. Marketo makes it easy to centralize marketing analytics, manage profiles for multiple lead types, and deploy marketing content across multiple channels quickly and automatically.
How does integrating marketing channels reduce costs?
Integrating your marketing channels can also reduce the costs of creating marketing content by allowing you to reuse the same content across different channels. If you have a brand mascot, for example, you can use images and video of the mascot in both online and offline marketing media.
How can marketing channels be integrated?
Marketing channels can be integrated in multiple ways. One common approach is using the same visual elements in different contexts. Another is ensuring consistent language for how you talk about and portray the brand.
What is the role of marketing and sales teams?
The marketing and sales teams obviously play a key role in determining how to execute integrated marketing campaigns, but you should draw on the expertise of groups such as your software development team as well, as they can advise you on which types of digital marketing resources can be developed moving forward. Coordinating with multiple stakeholders will help provide you with a broader view of how you can attend to more of your customers’ needs more effectively.
What is PFL marketing?
PFL, a provider of print sales-enablement services, faced a significant challenge as it sought to optimize its marketing strategy: a siloed marketing architecture. Previously, the company had a different marketing strategy for each channel, which made it difficult to deliver a consistent narrative.
When was integrated marketing communication introduced?
The concept of integrated marketing communication (IMC) was introduced in the 1980s (Schultz and Schultz, p. 19) and has since changed the way communicators and marketers interact and conduct business. The American Marketing Association defines IMC as “a planning process designed to assure that all brand contacts received by a customer ...
What is IMC mix?
In many organizations today, public relations, corporate communications, advertising, marketing, promotions and publicity function collaboratively as part of “the IMC mix.” What this means for organizations is consistency and unification of messaging, brand promotion and audience engagement.
How to contact Purdue University for MS in communication?
Find out more about what you can do with a MS in Communication from Purdue University. Call us today at 877-497-5851 to speak to an admissions advisor, or request more information.
Why is professional communication so complex?
The practice of professional communication has become highly complex, not only because of technology, social media, and the need to connect with global audiences, but also because “communication” means different things to different audiences.
What is the term for the process of influencing, persuading, engaging and educating audiences about?
Public affairs. Investor relations. While some of these areas are specialties under the “communication” umbrella, most are considered general terms to describe the process of influencing, persuading, engaging and educating audiences about a particular client, issue or brand.
Why is PR important?
It’s important to note, however, that because PR is considered the “ethical compass” of the organization, it serves as the foundation upon which all other IMC elements are created, and it serves in a bit of a stand-alone capacity. That is, PR develops an organization’s key messages and then oversees the other IMC areas to ensure message authenticity, consistency and truthfulness across all communication platforms (e.g. advertising, marketing collateral, internal memos, Web content, and so forth).
How to create an integrated marketing campaign?
Creating an integrated marketing communications campaign requires clear alignment and buy-in from every team involved in the process. By agreeing with an overarching vision and objectives upfront, a campaign team can start acquiring audience insight and develop a creative idea. This will underpin every element within the campaign (from direct mail to TV) and give the brand the best opportunity to reach the target consumers and generate results.
What is IMC in marketing?
The advantages of creating a joined-up, integrated marketing communications (IMC) plan are well-documented and go back over twenty years. Even before the internet really took off businesses, brands and agencies were looking for ways to create consistency across content and media touchpoints. Although not all campaigns have to be fully integrated ...
Why should marketers use customer data?
Whilst it could be argued that this is something marketers should look at post-campaign (rather than part of the IMC campaign itself), smart use of customer data should always be used to power a campaign and ensure content and media are being used efficiently.
How to use existing customer data?
One way to use existing customer data is to interrogate the customer journey for your brand . Although a customer journey is rarely linear, it’s still important to map out the journey from your business’s perspective and the different elements that will impact the customer at each stage:
What is the responsibility of marketing?
However, as marketers, it’s our responsibility to look beyond our individual silos and look for opportunities to connect the dots and develop campaigns that use different elements that support one another.
How to set common goals and objectives?
One way to set common goals and objectives is to work together to evaluate what you’re ultimately looking to achieve. For example, you may be launching a new product or service, in which case brand awareness and consideration will be your objective. Alternatively, you may want to drive sales from your existing customer base, meaning cross-sale will be your primary objective.
What is the common factor of every successful campaign?
The one common factor of every successful campaign is a clear and compelling insight. Mark Pollard, a leading strategist and author of Strategy is Your Words:
What is integrated marketing?
Integrated marketing (sometimes referred to as 360-degree marketing or omnichannel marketing) is the act of creating marketing campaigns across multiple channels that all work together and complement each other to reach the same goal. The goals could include raising brand ...
Why is integrated marketing important?
Integrated marketing can not only save your organization time and money , but it can also lead to higher ROI (return on investment) per campaign and help to build trust with your audience.
What was the marketing of the 1990s?
In the decades prior to the 1990s and 2000s, marketing primarily focused on billboards, TV ads, radio commercials, and print ads. If a retailer was running a promotion, they would typically use some or all of those channels to get the message out, using similar creative and copy to entice consumers to buy. With the rise of digital, companies now ...
How many teams are there in a marketing team?
For example, consider a marketing team that doesn’t use an integrated campaign approach. They have four teams: a digital (website, display, email, paid search, SEO) team, a social (organic and paid social) team, a media team (podcasts, radio, TV), and a print team (newspaper, magazine, billboards).
How to increase reach of message?
Adopting a holistic approach to marketing and maintaining a consistent message will increase both the reach of your message and also the likelihood that your audience will take the action you want them to take.
How to reach people who are only active on certain channels?
By doing demographic research and taking an integrated marketing approach, you can cast a much wider net to reach people who may only be primarily active on certain channels, while also reinforcing the message for people who see the message on multiple channels.
What is Spotify's best out of home campaign?
In fact, Spotify won the Outdoor Advertising Association of Americas Platinum Obie award for the best out-of-home campaign of the year in 2018.
Why Use an Integrated Marketing Communications Approach?
In this post, I’ll explain the importance of Integrated Marketing Communications (IMC) and how it can help achieve long-term sustainable results for your organization.
Who said integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer?
Philip Kotler , one of the legendary figures in marketing provides a great quote that sums up integrated marketing communications: “Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.” -Philip Kotler. Click To Tweet.
What is IMC in marketing?
Let’s take a step back to explain IMC. After the brand building elements are selected, the IMC coordinates and manages the marketing communications. IMC ensures consistent brand messages are used in every internal and external communication and promotes collaboration amongst all stakeholders.
What is the IMC process?
The IMC strategy planning process using the zero-based campaign approach, includes identifying the target audience, performing an environmental analysis (five-forces analysis and SWOT), and determining the marketing communications objectives. The next steps in the IMC process include developing strategies and tactics, deciding on a budget, implementation, and evaluating the IMC plan’s effectiveness.
Why is IMC important?
It is critical for organizations to use an IMC approach focused on a consistent brand message across all media channels. IMC effectively reaches consumers with the intended message stimulating awareness, creating trial usage, and ultimately achieving brand loyalty for the products or services of an organization.
Why is it important to have an IMC approach to the market with a consistent message?
It is especially critical in this environment to have an IMC approach to the market with a consistent message to create effective marketing that reaches the intended target.
What is an IMC?
An Integrated Marketing Communications (IMC) strategy enhances the effectiveness of the branding strategy to use the right message using the medium to achieve your business goals. IMC aligns and synergizes every group and department to collaborate and deliver results. IMC provides the ability to achieve a consistent corporate branding that delivers significant bottom line results.
What Is An Integrated Marketing Campaign?
Benefits of Integrated Marketing Campaigns
- Why choose an integrated marketing campaign over other types of marketing campaigns? Integrated campaigns are all about targeting your audience using consistent messaging across multiple channels. This gives you more opportunities to meet your audience wherever they are. And, the statistics back up the need for integrated marketing campaigns. According to GE Capit…
Integrated Marketing Campaign: Strategies and Best Practices
- Integrated marketing doesn't mean you run the same ad or publish the same content across marketing channels. It's much more nuanced than that. After all, you already know that each marketing channel has its advantages and disadvantages. Plus, not all marketing channels will reach the same segments of your target market. We'll be sharing a step-by-step approach to cre…
Building An Integrated Marketing Campaign
- If you've never created integrated marketing campaigns before, don't worry. Here are the steps you can take to ensure that your integrated campaigns are hitting the mark and delivering the message you want.