Every business understands the importance of communication and marketing tools in reaching maximum customers. Therefore, if you only use a single communication tool for a campaign, it will not bring the desired effect. And that’s why IMC was born. So what exactly is IMC? What is the role and implementation process?
Find out what IMC is?
IMC is a form of strategic, collaborative and promotional marketing. Through a combination of tactics, methods, channels, media and their respective operations, to all work together as one force.
|IMC is an important campaign for businesses in the 4.0 era
At its most basic level, IMC helps ensure that marketers are using all the channels available to them to amplify their marketing campaigns and/or brand messages to reach their target audience or buyers. This is a process designed to ensure that all communication and messaging strategies are consistent across all channels and focus on the customer.
Not every campaign has to include an IMC. This strategy combines old and new methods, and its relevance will depend on the content of the campaign and the desired effects.
Why is IMC important?
You wonder why your favorite brand is “rainy in the morning” using inconsistent, disorganized messaging that doesn’t create any kind of experience for consumers. Of course, this is a big mistake for many businesses – especially in the 21st century, when dozens of new ideas and channels are being created every year.
|IMC for best access and communication
Although IMC is not new, it is still important in today’s world. There are now more marketing channels than ever before, and different channels can be led and directed by different people.
IMC integrated marketing strategies help pull all the brand’s message points together into a cohesive whole to ensure that the message is not fragmented and confusing. Especially today, when customers are left and right bombarded with news and information of every ilk, integrated marketing relays a clear message, no matter the channel.
What is the benefit of IMC?
For marketers, IMC is very important to the growth of the business. So what are the specific benefits from the IMC campaign?
Build customer relationships
Today’s consumers are overwhelmed by the plethora of products and services to choose from. Includes both online and offline communication channels. Marketing messages run the risk of being overlooked and ignored if they don’t match the needs and desires of consumers.
|IMC helps businesses build relationships with customers
One of the key benefits of IMC integrated marketing communications is that marketers can clearly and effectively communicate their brand’s story and message. them on several media channels to create brand awareness.
Efficiency and cost-effective
IMC is also more cost-effective than mass media. Because consumers have the ability to interact with brands across different forums and digital interfaces.
As consumers spend more time on computers and mobile devices, marketers look to combine multiple touchpoints with their brands using different touchpoints. Companies can then view the performance of their communications tactics as a whole rather than as discrete pieces.
|IMC is more cost-effective than other media options
Another benefit of IMC integrated marketing communications is that it creates a competitive advantage for companies looking to boost their sales and profits. This is especially useful for small or medium-sized companies with limited staff and marketing budgets.
IMC immerses customers in communication and helps them through different stages of the buying process. The organization simultaneously strengthens its image, develops dialogue and nurtures its relationship with its customers throughout the exchange. IMC can be instrumental in creating a seamless buying experience that drives customers to become loyal, long-term customers.
|IMC helps drive sales and profits of businesses
What are the IMC tools?
The IMC process typically begins with an integrated marketing communications plan that describes the different types of marketing, advertising, and sales tools that will be used in the campaigns. These are primarily promotional tools, covering everything from search engine optimization (SEO) tactics and banner ads to webinars and blogs.
Traditional marketing communication elements such as newspapers, billboards and magazines can also be used to inform and persuade consumers. Marketers must also decide on the appropriate mix of traditional and digital media for their target audience in order to build a strong brand-consumer relationship.
|IMC integrated description of marketing, advertising and sales tools different
Regardless of a brand’s advertising mix, it’s important for marketers to ensure their messaging is consistent and reliable across all communication channels.
What are the steps to implement an IMC campaign?
The most basic form of communication is a process in which two or more people consciously or unconsciously attempt to influence each other. Through the use of symbols or words to satisfy their respective needs. Likewise, IMC uses this communication process to convince the target audience to listen to and act on the marketing message.
Here is the 6-step implementation process you need to know:
Step 1: Define campaign objective
Defining your goals before starting an IMC can be the difference between success and failure.
- Specific – specific
- Measurable – can be measured
- Achievable – attainable
- Realistic – realistic
- Time-focused – focus on the element of time
|IMC implementation requires a clear plan
These goals will help you measure performance and provide a basis for evaluating your communications. However, there is a mandatory requirement that your plan goal must meet 2 “immutable” requirements, “Achievable” and “Actual”. If the goal doesn’t meet these two criteria, be careful when doing it.
Step 2: Define the main target audience
Target customers are people with demographic characteristics that match the products and services that the business targets. It can be a group of online or real-life audiences, with specific buying habits and buying behavior. And importantly, have the ability to pay, spend money to buy products and services they need.
Identifying the main target audience will help businesses reach the right customers, save costs and come up with a suitable plan to “conquer” them.
|Determine what your target customers are
Step 3: Consumer insights
Insight is the tacit truth about customer behavior and trends. Exploiting the psychology, habits, and preferences of customers can make them feel excited because they are understood. This will stimulate curiosity and desire to experience the product.
Consumer psychology and behavior changes day by day. Therefore, identifying customer insights requires marketers to have solid background knowledge and strong “feeling” ability.
Step 4: The main idea
Once they have deep customer insights, marketers need to come up with ideas to solve those problems. Big ideas are the main ideas that are short, concise, relevant to the customer, and capable of making a connection between the product and the potential customer.
A successful big idea is one that arouses emotions in customers and makes consumers think that the product is essential to them.
|Need a main idea for the campaign
Step 5: Plan your implementation
In this step, what marketers need to do is bring the idea closer to customers through Online and Offline tools. This step is when it is necessary to establish a detailed implementation plan. Include a calculation of how long the plan will last, how much it will cost, and what messages you want to convey.
To bring an idea closer to the customer, you need to develop it into a more detailed plan. The elements that need to be established must be able to answer the following questions:
- What is the time, cost, and budget for each stage?
- What are the main activities and main communication activities?
- What are the auxiliary activities for each phase?
Fully answering the above guiding questions, you can build yourself a detailed and clear plan.
|Build yourself a detailed and clear plan.
Step 6: Evaluate communication effectiveness
The last step is to evaluate the effectiveness of the campaign, this step you need to set a KPI first to re-evaluate the effectiveness of the whole campaign (measurement indicator).
Creating an IMC campaign is a more complicated process than creating a social media campaign or running billboard ads. Since you’re using multiple channels to deliver the same message, there’s no step-by-step process every team can follow to execute a perfect campaign.
|IMC is necessary and indispensable to enhance business branding
IMC plays an important role in the development of the business. What if you are looking to develop and implement an integrated marketing communications strategy for your organization? So don’t miss some of the information shared in the article! Hope these knowledge will help you better understand what IMC is and consider it a useful knowledge in the field of Marketing.