(IMC) is a strategic, collaborative, and promotional marketing function where a targeted audience receives consistent and persuasive brand messaging through various marketing channels in an integrated way to move buyers through the decision-making process. At the most basic level, integrated marketing communications helps to ensure that marketers are using all of the available channels to amplify a marketing campaign and brand messaging to reach their target audience or buyer persona. To help you develop your integrated marketing communications strategy, consider using these four steps to create and implement a cohesive and integrated marketing strategy and jumpstart your success. Show 1. Identify Different Marketing Communication Methods Content Marketing: Make your content available online through blog content, video marketing, premium content (behind a landing page to capture information), pop-ups, and dynamic website content to help your potential buyers connect and learn more about you even before they start the decision-making process. Email Marketing: Use email to re-engage your existing audience through unique and helpful content. Always consider your existing contacts and how you can re-engage them through content. It's not always about generating new leads, but your most impactful marketing efforts often come from delivering the right content at the right time to your existing subscribers. Here is a helpful case study about how you can drive growth and see tremendous impact through email marketing. Social Media Marketing: Social media opens the door to building relationships, developing brand awareness, and generating website traffic. When combined with email marketing and content marketing, digital marketing campaigns utilizing social media can bring exceptional results by connecting with your target audience on a platform they are already spending time on regularly. Here is another case study about driving lead generation and content results through social media.
Audience: Determine the buyer persona for each of your marketing methods. For example, if one of your personas are baby boomers, consider email marketing and Facebook. If your other persona is millennials, consider texting and Instagram. Your persona will define what channels you use to engage with them, not the other way around. Content: Define the content that will speak to your audience the most effectively. For example, if you are trying to generate new contacts for your database, you may want to have a top-of-the-funnel offer such as subscribing to a newsletter or downloading a checklist on your site. Pro Tip: You can even have this as a pop-up form displaying when people exit your website. This content offer gives you one last way to connect with them. You would be surprised how well these work. I have seen conversion up to 17% on pop-up forms. If you are trying to drive Cadence: It's essential to understand how often people like to receive information. You can get this data from a variety of marketing automation platforms. For example, in HubSpot, we can see how often people read emails, engage on the website, and even social media. We can use that information to ensure we are sending content frequently enough, but not too often that it becomes overwhelming for the prospect. If you see that for a specific product or service you offer, the general sales cycle is around 90 days, you want your email cadence to align with that timeframe. Use the data available to you to make the best decision based on your audience and how often they engage with your brand.
Companies that understand the complex nature of consumer behavior and decision-making can enhance the effectiveness of their marketing communications by tailoring their message to the decision process of their audience. Calendar: Use a calendar to know when and where your content is being shared with your audience. This will help you organize your campaign assets and communicate with your prospects at the right place and time in their decision-making journey. Automation Software: To do this at scale, you will need some marketing automation software that aligns with your CRM so you can see the complete sales process. By using software to help you implement your program, you can most effectively reach your audience and present an integrated, seamless, and consistent message to them on various channels with ease. If you need help evaluating software solutions, click here to schedule a complimentary MarTech evaluation.
What is designing and managing integrated marketing channels?Designing a marketing channel system entails factors such as analysing customer needs, establishing channel objectives, identifying major channel alternatives, and evaluating major channel alternatives.
What is integrated marketing communication Design?The American Marketing Association defines IMC as “a 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.”
How integrated marketing communications can be used effectively?Integrated marketing communication uses several innovative ways to promote brands among customers such as newspaper inserts, hoardings and banners at the most strategic locations, pamphlets, brochures, radio or television advertisements, press releases, discount coupons, loyalty clubs, membership clubs,PR Activities, ...
Is one of the steps in the process of integrated marketing communication IMC?Five Steps of the IMC Process. Identify 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.. |