So what is IMC?
According to the AMA, Integrated Marketing Communications (IMC) is “the planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
Let’s analyze this definition :
First, we are talking about “a customer or prospect.” In other words, anyone who will be receiving any info from your business. A potential client, for example.
IMC works by planning all brand communications to ensure they are relevant to customers and prospects over time. The word “relevant” is significant. This is why you need to have a profound understanding of your target. For IMC, marketing and customer research is crucial to have the right communication strategy; you can not have an IMC strategy without a deep understanding of your target.
IMC assures brand consistency. It would be best if you had a strategy in place that takes into consideration all your marketing communications so they are always on the same line and they create a narrative between them; this is not to say that they are the same, but that they are consistent between them that they present a personality, discourse, and identity across all media and messages.
In IMC, we work for long-term success. This is why you need to make sure your messages are relevant over time. So this means that you need to create a brand personality that will be consistent over time. You can’t just do any random thing or campaign or plan without thinking if it will fit with the rest of your strategy and how relevant it is.
Why Integrated marketing communications it’s important for your brand
IMC is important for business because it integrates all your marketing communications and improves the company’s efficiency. IMC takes a holistic view of your communications to ensure that they are relevant to your target audience and consistent across all channels. If your message is not relevant, you might be wasting time on it or, worse, hurting your business and causing consumer frustration.
IMC helps build a company strategy that is consistent across all communications, no matter what media or channel or it is online or not. Consumers are savvy nowadays, and they will see through any marketing ploy if they feel it’s unauthentic or doesn’t fit with your image. This could be disastrous for your business.
IMC is an investment, it will take time to implement and require an ongoing commitment from everyone in the company, but it can quickly pay off by helping you reach your target audience more effectively. Benefits of IMC include improved media mix strategy, brand awareness, lead generation, new customer acquisition, and improved market share.
IMC is ideally suited to communications involving multiple touchpoints or media channels, so planning any communication contact with a consumer should consider how this will look across all other channels – if you don’t do this, you can create confusion in your communication efforts and damage your brand.
Some examples of IMC in action
A great example of effective IMC from a business point of view is IKEA, which makes sure you experience that they are consistent across all their communications. They do this by including small details in their marketing messages to include other pieces of information so that even their ads in newspapers are relevant to your shopping experience.
When you visit IKEA’s website, they ask for your city and state (and sometimes even zip code) so that if you order online, you can have the product delivered straight to your door. Their social media accounts to post news about when new products arrive in your area, so you get that information regardless of which channel you are using.
This is a great example of how an online experience can lead into other channels and how many touchpoints the business has created, knowing that when someone visits their website, they will be interested in buying something from there because they have relevant information available to them. This is what IMC is all about; using one channel to excite and inform you about other channels, ultimately leading you to purchase something from the business.
Another good example of IMC in action is Starbucks. They have gone above and beyond to create a unique identity that will be so consistent it almost has become iconic: they talk about their coffee as the best coffee in town, and no one else does, but they aren’t intimidating about it; when you walk into a Starbucks store you feel like you are part of the family and no one is going to judge you if you order an iced tea. Through their consistent message, they have built a loyal customer base where people can relate to them as an individual brand rather than just another coffee chain.
IMC requires planning
Planning IMC across all communications channels will ensure that your company achieves its long-term goals and objectives with the least amount of effort. More importantly, it will help you get to know your target audience better to communicate with them in the future more effectively.
IMC is not just about advertising; these days, it’s all about creating a brand identity by being consistent across all communications channels. It isn’t just about what you say, but how you say it and where. Think creatively to build up consumer relationships with your business.
This is an opportunity for businesses; they can use IMC to promote themselves in a way that makes their consumers feel like there is no other company out there quite like them.
The value of IMC comes from knowing what your target audience wants and how to communicate with them. It’s not just something you do to feel good about your business; it’s a strategic approach that will help you achieve the best possible results.
Learn More about IMC
Integrated Marketing Communications (IMC) is an important component of any marketing plan. It involves using all the channels you have at your disposal to message what your company has to offer and connecting with potential customers in a meaningful way. IMC can provide tangible value for businesses, including brand identity development, lead generation, new customer acquisition, and improved market share. Successful examples of Integrated Marketing Communications include Starbucks; they can connect with their audience by making them feel like part of the family and IKEA who provides consistent messaging across different platforms to know where they can find products or receive information on when those products will be available nearby.
If you’re interested in learning more about IMC, then I have a textbook that could be very helpful to you. Also if you want to evaluate your brand performance you can take the free online brand performance report.