Integrated Marketing Communication (IMC) as defined by The American Marketing Association is ‘a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organisation are relevant to that person and consistent over time’.
The shift from traditional forms of advertising to online advertising has allowed consumers to engage much more with marketing campaigns, and it allows businesses to encourage consumers to feel more a part of the brand. However, it is still essential for a brand to optimise both digital and traditional forms of marketing.
In order for a campaign to be successful, a business must ensure that all their promotional tools, and different types of advertising, are working together in harmony. This is essential what IMC is all about.
It’s suggested that in order to run a successful integrated marketing campaign, a business must follow the following 7 steps:
- Have a clear understanding of who your target audience is
- Pick your channels
- Have a consistent look
- Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels
- Ensure that your messaging is integrated
- Make sure your marketing team/agencies are working in sync
- Don’t forget to track your campaigns – and coupons
In 2014, Nivea ran a successful integrated marketing campaign in Brazil.
Nivea utilised their print media advertising by offering a free bracelet, and were able to enable this by having an app which tracked where the child wearing it is. Nivea had a clear understanding of who their target market was, that being young mothers. They choose their channels carefully to this, and placed their advertisements in magazines that are popular with young mothers. Throughout the campaign, Nivea kept their branding very consistent, by using their logo and the same colours.
Although the bracelet does not have much to do with sunscreen, it provided a solution to a problem that many mothers would worry about – losing your child on a busy beach. The key message behind the campaign however, is very linked with Nivea’s sunscreen, in that they both protect children.
What are your thoughts on Integrated Marketing Communications? Can you think any of your favourite advertising campaigns that follow these 7 steps? Let me know in the comments below!
Digital Marketing 