Integrated marketing communications take all of the various marketing channels and strategies, interconnects them, and then combines them with one message. Those strategies can include everything from direct mail and public relations to social media and digital.<\/p>\n\n\n\n
It\u2019s due to integrated marketing communications that the consumers can have a seamless experience with the organization. Each of the different marketing aspects of a brand are unified so that the communications strategies delivered by the brand are consistent across all of its marketing channels.<\/p>\n\n\n\n
IMC or integrated marketing communications is a strategy that takes the marketing department within an organization, from working on different strategies and functions, into one interconnected approach. IMC unifies all of a company\u2019s marketing communications such as direct marketing, sales, and public relations so that they are all working in sync with consistent messaging.<\/p>\n\n\n\n
\u25cf Align all aspects – all of the outlets and channels should be delivering a cohesive message, so make sure that all the team members are on the same page.
\u25cf Set goals – Before starting a campaign, make sure everyone understands the ultimate goal and what the organization expects to gain from the strategy.
\u25cf Good leadership – The person, or team, in charge should be decided upon as early as possible so that all the departments know who to communicate with and there is no confusion later on.
\u25cf Coherent workflow – With an integrated marketing campaign, there are plenty of moving parts, so establishing a coherent workflow means nothing will be lost in the eventual chaos.<\/p>\n\n\n\n
Nike opened the House of Innovation for consumers to have a shopping experience that is enhanced by the latest technologies. The store features fitting services based on machine learning, one-on-one personal shopping opportunities, a digital locker where customers can reserve clothing to later try on, and other unique shopping experiences. In order to create consumer excitement and promote the store, Nike utilized many marketing tactics including in-person events, influencer marketing, social media advertisements, and media placements in order to promote the store. Despite using a variety of mediums to reach consumers, their message was cohesive – they are offering shoppers a unique and futuristic shopping experience. <\/p>\n\n\n\n
Dove\u2019s real beauty campaign set out to promote women\u2019s natural beauty. They used a variety of mediums and promotional efforts to do so all with one message, women\u2019s natural and unique beauty should be celebrated. Dove created ads and videos that showed women with a variety of features, sizes, skin tones, and hair textures. They also created a website where women can share their stories and feelings about beauty. A hashtag \u201cmydovemessages\u201d was created for women to share how Dove products helped them feel beautiful. Their campaign was massively successful and their message had a significantly positive impact on the brand\u2019s perception. <\/p>\n\n\n\n