To start us out with our discussion, we have to first understand the meaning of IMC or even what is stands for? So...
What is IMC?
According to Lumen, IMC stands for 'Integrated Marketing Communications'. Basically, it is an approach to create a unified and seamless brand experience for customers across various channels.
What are the various channels used in IMC?
Melina Miller argues that there are 2 different types of media channels can be used together, which are:
- Traditional media channels
→ offline communication methods to reach broad audiences
- Digital media channels
→ online communication methods to raise brand awareness
Engagement, Targeted, Measurable
Potentially annoying, Not permanent, Constantly evolving
social media platforms, SEO, email marketing, display ads, etc.
Why use IMC?
IMC provides brands an efficient way in managing customer relationship, to gain brand value. According to Grace Pinegar, there are more pros than cons in having IMC campaigns:
- Effective and Cost-efficient
it ensures consistency in messaging across channels & surrounding publicity comes for free due to the sharing of content among consumers
- Integrated marketing is everywhere
with constant exposure to the ads everywhere, it will increases the consumers awareness with the product, thus driving them to purchase
- Builds customer relationship
2-way communications of consistent message between brands and consumer, will increase consumers' trust in brands
- Restriction of ideas
due to having consistent messaging across all channels, campaigns idea has to be suitable to perform for all channels
- Inconsistency within management teams
there might be difference in interest via different teams in the company, resulting ineffective campaign execution process
A successful IMC campaign:
iTunes, Youtube, Mobile game, Merchandise
Melbourne Metro Trains created an IMC campaign to target younger audiences to get across important public service messages. This campaign had a song named – ‘Dumb Ways to Die’, which reached in the top 10 in iTunes and 1 million views in YouTube within 24 hours. The campaign also included having mobile game app (No.1 in 53 markets), merchandise and ads on its trains portraying its iconic characters.
Due to its consistent messaging across all platform, it resulted in 21% reduction in accidents incurring on the network. Thus, being a successful IMC campaign.
What do you think about using IMC? Personally, I would since it offers brands to have better relationship with its customers.