Today we discuss Integrated Marketing Communications, or IMC
It is 2012 and we are beginning to see the long term effects that the Internet has had on how we interact. Marketing has evolved into a direct dialogue, with conversations occurring between marketers and customers. With the combination of online and offline communications, marketers now have to rely on Integrated Marketing Communication, or IMC. IMC is heavily consumer based, and involves creating a seamless program using all marketing communications tools.
The concept has been around since the 1990’s, but many managers are still trying to understand and implement it. They may know that the communications channel has moved from producers to consumers, but knowing effective touch points and strategies can be tricky.
Dwight Greisman, CMO for Forrester, believes that, “the most important element remains that customers want and expect a consistent experience across all of their touch points with companies and products.”
Consistency is huge, so having a solid foundation is the first step. This means building a complete corporate image and managing your brand. Using technologies such as Marketing Asset Management (MAM) makes this process simplified. (Learn more here) Another ideal in communication that consumers want is convenience, which means an in-store and online experience that suits their needs.
One great way to begin your IMC strategy for your organization is to start with direct mail. With this traditional media, you can reach your customers through an offline channel, and then draw them to your online presence using new technology such as QR codes or PURLs. See our article about QR codes here.
While IMC is highly important in today’s world of maintaining relationships with your customers, your strategy is not going to take flight overnight. All forms of communications and messages should be carefully linked together, so building blocks must be in place. IMC is no longer just a business theory or a marketer’s fantasy; it is a practice that organizations must take on to remain relevant to their customers.
Want to learn more? Visit this article from Forbes.
Comment (1)