The Cogs of Integration
Imagine a clock. It has many parts, cogs and internal workings to make it function effectively. Pieces that fit and work together, help it complete it’s main task of keeping the correct time (and you not running late).
Marketing communications should function the same way. Each piece of your marketing communication plan should serve a purpose. Your out of home advertising should work in conjunction with your website. Your social media presence should work in tandem with your digital advertising. Your sales force ideally sends the same message as your magazine ads. All with a common purpose: to maximize exposure and create connections within the consumer base.
Long ago are the days where traditional media ruled the marketing and advertising scene. No longer can we rely on one or two avenues to reach our ideal customer because, let’s face it… They. Are. Everywhere. And we as marketers and business owners are in a time where we have the tools to reach more potential customers than ever before.
Integrated Marketing Communications (IMC)
While this strategy is not new, it is however becoming more and more important. What does IMC look like? It could include some or all of the following:
- A series of Out of Home billboards
- Campaign hashtags
- A landing page with exclusive offers
- Search Engine Optimization (SEO) for campaign keywords
- In store demos/trade show demos
- PPC (AdWords) to promote your campaign’s landing page
- Online commercials (ideally a series)
- Direct touch points
- Social media posts and engagement
As new avenues of media emerge it’s vital to choose one clear, strong campaign message and have it work in harmony across all traditional and new media channels. In this day and age, consistent and frequent messages have a better chance of cutting through the noise and bombardment of the hundreds of marketing messages we receive everyday.
Increased brand awareness, sales, a loyal customer base, saved marketing dollars and an advantage over competitors are some of the benefits received when building and executing an IMC campaign.
So give your ‘clock’ all of the cogs it needs to keep you efficient and successful in your marketing efforts with a well thought out integrated marketing communication campaign.
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