Integrated marketing communications is far more than just using multiple marketing channels. The real key is figuring out the correct mix of marketing channels to meet your audience where they gain information, and then synchronizing your messaging so that you achieve the greatest amount of synergy. If IMC is a recipe, synergy is surely the secret sauce. Know your audience. Know where they get their information. Go back and review the personas you’ve created and try to imagine the marketing channels they frequent most often. As I’ve written before, it’s knowledge of the behavior that’s most important. Whether they have gray hair or a mohawk, it doesn’t matter. We want to know where they get their information.
The challenge with IMC is that every brand is different. Finding the right mix for your customer is crucial and it takes time. You can only analyze and plan so far. At some point you’ve got to go out and start linking strategies and see what works. What boosts results? What’s the right sequence of message release? This is why pilot projects and starting out with a small scope is helpful. Iterative testing is needed to figure out what works best for your brand.
Remember you don’t have to utilize every channel. Think of Apple. They rely on their influencers to deliver messages via social media. They don’t really run their own accounts. Did it not deliver ROI? Too much of a pain? Did they have enough of a huge fan base so they didn’t need it? Some people like Matt Foulger think they’re missing a huge marketing opportunity. I would argue they don’t need it. They seem to have found the right mix.
What’s your mix? I’m curious to know the linked tactics that work for you.
