When I started my consulting business a number of years ago, I used the tag line Integrated Marketing Services — which I thought was rather self-explanatory.
However, most people would look at me somewhat perplexed when I responded that I specialized in integrated marketing to their question of “What do you do?”
With integrated marketing concepts surfacing once again in business circles, you would think that most people understand what integrated marketing involves. But again I see question marks in people’s eyes as they try to grasp what could be construed as more marketing mumbo jumbo.
In today’s business climate the term most often used is “integrated marketing communications (IMC).”
Simply put, it is co-ordinating all of your advertising, promotion, public relations, social media and even the way you and your employees interact with each other and your customers so that everything works together.
In essence, it is the sum of all your parts that gives you and your business its personality, your reason for being and why people should do business with you.
The importance of IMC today can be attributed to a number of shifts that have taken place in how people communicate. As a society we have moved from relying on only mass media to multiple forms of communication such as the Internet and niche media that are geared towards specific interests.
Many businesses are also challenged by having to deal with a number of generations who interact with each other on different levels. For example, the younger generation is predominantly social media-based while the mature members of society still rely on the more traditional forms of media and face-to-face encounters.
Another huge factor is the fact that the Internet allows access to information 24/7. In addition it offers the opportunity to purchase goods and services at the customer’s leisure, thus giving today‘s consumer the upper hand in the marketing process.
Given these shifts it has become essential for companies to focus on IMC as a primary business strategy.
So, what is involved and where do you start?
The first thing you must do is take an objective look at what you want to accomplish. You need to analyze your situation in order to make an informed decision.
Once you have a solid understanding of who you are as a business then you can begin to establish some objectives in terms of what you want your IMC to accomplish.
The foundation for all that you do is the need to develop a strong corporate image and ensure you have established a good brand management plan. Part of this foundation is the need to know who your customers are and how they behave when making decisions on buying what you have to offer.
Next, develop a consistent message that can be applied to all your communications tools, internal and external, to ensure that your marketing tactics are linked together and work in harmony and not in isolation.
Now you need to build awareness and recall by developing an advertising strategy that zeros in on your key target groups. Ensure your plan is consistent and most important repetitive.
Don’t forget to ensure your online marketing tools work with your other sales and marketing efforts. Your website and any other social media components should reflect all of your other image and branding efforts.
Another IMC component is to co-ordinate all of your collateral marketing materials such as brochures, flyers and even media releases so that they too provide your customers, potential customers and media with a clear understanding of who you are and what you do.
All of the above are just a part of the overall process that you need to undertake to develop communications that are seamless and maximize the impact they will have on influencing your target customers to do business with you.
It is also not something that you can do overnight but will take some time and effort. IMC is not just another marketing acronym but an essential part of your overall business plans that can ensure your future success.
Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via e-mail at joesmith@shaw.ca.
