Know in depth integrated marketing communication
Integrated marketing communication strategies are a strategy used by a company or individual to achieve its target market through various types of communication. It includes your message (what to say), the media (where it will be said), and the target (to whom your message arrives).
Marketing communication or public relations is a ‘promotion’ part of “4P marketing” that you might have learned so far.
Usually, this strategy means building the top awareness among your ideal customers about products or offers.
How you do it will be very dependent on your experience, industry and budget. If your marketing plan has a one million dollar budget, you can reach your target market with a promotional mix that includes TV or Facebook ads.
However, if you are like most entrepreneurs, you want to promote business without spending a lot of money.
And there is no better way to do it in addition to managing your own campaign internally without maintaining a media relations company service or full service marketing company.
Can integrated marketing communication strategies be done for free?
Can! If you apply the method in this post to the marketing communication strategy in your own business, you will learn how to build a lasting relationship with journalists and influencers, get a free press, and get more customers through a sustainable organic approach.
What is integrated marketing communication?
Integrated Marketing Communication or Integrated Marketing Communications (IMC) is a strategic, collaborative marketing function, and promotion where targeted audiences receive consistent and persuasive brand messages through various marketing channels in an integrated manner to drive buyers through the decision-making process.
At the most basic level, integrated marketing communication helps ensure that marketers use all channels available for them to strengthen marketing campaigns and / or brand messages to reach their target audience, or persona buyers.
Imagine you try to find a brand message or better understand the company’s mission. If the sales team conveys a different message from social media marketing specialists, you will have difficulty understanding what the organization’s truth is. IMC tries to eliminate this inconsistency and ensure you send the same signal regardless of the team or priority.
Integrated marketing communication benefits many audiences. First, this helps consumers more trust your company and its values. Furthermore, this is useful for stakeholders in your organization.
The owner or those who become stakehoders will be happy to see your marketing team conveying a consistent message to the audience that will make your company successful.
If you find your marketing team difficulty conveying a cohesive message, it is likely to come from the lack of understanding of the importance of an integrated marketing approach.
Any integrated marketing communication strategy (IMC) must have three guiding principles:
Whatever marketing channels you choose must have the same brand perception as yours. For example, if you sell luxury watches, build relationships with journalists from TIME magazine, not by writing in your local newspaper.
Follow the oldest rules in marketing – ‘are in a place your customers’ favorite. Select the channel where your consumer is active. If you target the younger generation, advertise on social media platforms such as Instagram, not Facebook, and certainly not TV during the day!
Select the marketing channel that matches your clear budget. If you don’t have a budget, getting print ads in a national newspaper may be beyond your reach. Choose a cheaper advertising process but remains effective as using local influencers.
Great company marketing plans will also have several campaigns on several channels simultaneously. The combination of all these channels – PPC, social media, advertising on TV, print media, radio, etc. – Called “marketing mix” of your marketing communication strategy.
However, smaller businesses usually hold on to one or two marketing channels to reach their target customers. If not, you risk weakening your budget and focus.
Steps to Build Effective Integrated Marketing Communication
1. Identify different marketing communication methods
As part of your integrated marketing strategy, it is important to determine the various marketing communication methods that you want to use as part of your plan.
Consider your target audience and how they like to receive information, collect facts, and do research on the problems they try to complete. From there, specify what channels are most relevant for your specific campaign. Some examples include:
- Content Marketing: Make your content available online through blog content, video marketing, premium content (behind landing pages to capture information), pop-ups, and dynamic website content to help your prospective buyers connect and learn more about you even Before they start the decision-making process.
- Email marketing: Use email to involve your existing audience through unique and useful content. Always consider your existing contact and how you can involve them back through content. It’s not always about producing new prospects, but often your marketing efforts most impact come from sending proper content at the right time for your existing customers.
- Social Media Marketing: Social media opens the door to build relationships, develop brand awareness, and generate website traffic. When combined with email marketing and content marketing, a digital marketing campaign that utilizes social media can really bring extraordinary results by connecting with your target audience on the platform that they have often spent. Here are other case studies that are useful about encouraging the acquisition of prospects and content on social media.
2. Develop a marketing communication plan
After you determine the marketing channel that will resonate with your audience, this is the time to develop a comprehensive plan to implement your marketing initiatives. To do this, you need to focus on three main items:
- Audience: Determine the buyer’s persona for each of your marketing methods. For example, if one of your personones is Baby Boomer, consider marketing email and Facebook. If your other persona is millennial, consider sending text messages and Instagram. Persona You will determine what channel you use to engage with them, not the other way around.
- Content: Determine the most effective content to talk to your audience. For example, if you try to make a new contact for your database, you might want to have the top offer like a bulletin subscription, or download the checklist on your site.
Tips from us: You can even have this as a pop-up form that is displayed when people come out of your site. This gives you one last way to connect with them. You will be surprised how well it works, because we have seen conversion up to 17% on the pop-up form.
If you try to explore information on involvement in your database to change existing prospects into opportunities, consider providing case studies, video testimonials, and more. This will help them in the decision-making process.
- The rhythm: It is important to understand how often people like to receive information. You can get this data from various marketing automation platforms.
For example, in Hubspot we can see how often people read emails, engage on websites, and even on social media. We can use this information to ensure we send content quite often, but not too often so that the prospect of blinding messages that we send is spam.
If you see that for certain products or services that you offer, the general sales cycle is around 90 days, you want your email rhythm in harmony with that period. Use data available for you to make the best decisions based on your audience and how often they are involved with your brand.
3. Understand the customer’s decision-making process
Understand what makes customers decide to buy a product or service, and then find out why they decide to buy from you.
What’s important here is to understand the problems you solve for them, and how to help them in the course of decision making. You will see that some customers use extended decision-making processes, but others use a low level of involvement to make limited decisions, nominal, or spontaneous.
It all depends on your business and what you sell. If it is consumer at low prices, your period of time will be shorter. If you sell B2B software, it is likely longer because of the number of people involved.
Most customer decisions follow the basic pattern when involved in certain situations that can produce sales. This is called the decision-making process, and the following is an example that describes the process.
- They recognize the problem.
- They are looking for information.
- They identify products and services that can solve problems.
- They choose which alternatives they will buy.
- They assess the after-sales experience.
Companies that understand the complex properties of consumer behavior and decision making can increase the effectiveness of their marketing communication by adjusting their messages with their audience decision process.
4. Apply your marketing communication plan
Now it’s time to apply your plan and see the results. Here are a few steps to help you do it.
Calendar: Make sure you use the calendar to find out what content is sent at what time to the prospect, and on what channel. This will help you organize campaign assets and communicate with your prospects in the right place and time in their decision-making trips.
Automation software: To do this on a large scale, you will need several types of marketing automation software that is in harmony with your CRM so you can see the complete sales process.
By using software to help you implement your program, you can reach your audience to the most effective and presents integrated, smooth, and consistent messages to them on various channels easily.
Analysis: To help make your marketing communication strategy comprehensive and driven by results, continuously monitor your prospects, focusing on the capabilities of your product or service that solves their problems, and arouses the excitement of the audience.
You can do this through monitoring involvement with your campaign, the opening ratio of email and clicking ratio, social interaction, request to speak with sales, and in the end the agreement is closed. Here is a useful blog article about analytic marketing in for you to start.
Keep following the trend: always in front to find new ways to make your marketing communication strategy different from your competition, so your communication efforts contribute to the value of your brand. There are always new tools and tactics introduced to the marketing industry.
Make sure you know what can add value to your integrated marketing communication strategy so you can test new tools and strategies that might be in harmony with your target audience.
As you can see, integrated marketing communication is complex. It not only requires thinking about the channels that you will use, but also the target audience, content, rhythms, technology, and tracking to ensure your campaign is truly successful and encouraging income.
Do you want to develop and implement integrated marketing communication strategies for your organization. If so, you must finalize the entire marketing integration plan so that there is no Miss on your audience which ultimately leads to an increased risk of marketing failure.
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