Understand the term Integrated Marketing Communication
Integrated Marketing Communication (IMC) is a concept that is increasingly being accepted in the marketing world. IMC itself is not new. Since the mid-1980s, this concept has started to be made and increasingly famous after Don Schultz launched his book entitled Integrated Marketing Communication. IMC activities in this modern era have developed and can be carried out in various media, both offline and online.
What is Integrated Marketing Communication?
Integrated marketing communication (IMC) or so-called integrated marketing communication is a strategy for how your business can communicate the same message across all marketing channels. The goal of the IMC strategy is to influence the general public with its promotional elements down to the levels of cognition, affection, and conation. The promotional elements used are usually divided into two, namely soft sell and hard sell. Soft selling can be in the form of advertising, public relations, CSR, interactive marketing which aims to influence consumers to the level of cognition and affection. Meanwhile, hard sell can be in the form of personal selling, direct marketing, sales promotion to influence consumers to the level of conation.
Importance of Implementing an IMC Strategy
The following are some of the reasons why a marketer needs an IMC strategy:
- IMC aims to convey a consistent message. So that potential customers can receive and understand the message you want to convey.
- IMC is useful for building a brand image. Not only will your message remain the same, but the elements of your brand will also take shape more easily. When brand, logo, content, and sound work well together, you can maximize the reach of your brand more easily.
- IMC for creating customer experiences. In the digital world, customers are not just looking for their favorite products or services. But they want an experience that is exactly what they want. Through the IMC strategy, customers will help determine how your business message is conveyed, resulting in better results for your business.
- An IMC strategy not only reinforces the same message in the minds of consumers but can also maintain a clear message and purpose in your own business.
Process of Conducting IMC
There are several steps needed to achieve maximum results in implementing an Integrated Marketing Communication strategy, namely:
- Analysis of promotional program situation, where you have to analyze the strengths and weaknesses of the data, find the problem points, then find a solution.
- Analysis of the communication process, you must analyze the responses of the recipient of information, the stages in sending information, and the information channels used.
- Budget determination, namely using budget preparation, whether top-down (capital is available at the beginning) or bottom-up (seeing how much costs are required in planning and how it is allocated).
- Develop IMC program, which is developing a marketing communication program that will be taken.
- Integrate and implement IMC strategies, namely using a combination of marketing mix strategies. Then produce advertisements, buy time and space media, and carry out the design that has been determined according to the program being taken.
- Monitor, evaluate, and control the IMC program, which is to evaluate the performance results whether it is effective or not. As well as seeing whether the tactics that have been taken are following the strategy taken or not.
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