Have you ever wondered?, Why have you tried many different marketing strategies without achieving significant results?? Then it's time to review your communications and take it to the next level.
Integrated marketing communications (IMC) is a fundamental and useful Marketing concept for multi-channel marketing strategies, Suitable even for beginners in the industry.
Let's SaigonTV Learn about implementation IMC method in this article to Optimize Marketing strategy for your next projects.
- Integrated marketing communication là gì?
Integrated marketing communication (integrated marketing communications) not just a set of theories, but also a set of business practices that support consistent messaging across channels and create a unified brand experience for customers when they encounter or interact with a brand.
Besides advertising, concept integrated marketing communications Suitable for all forms of corporate communication.
So what benefits does integrated marketing bring to businesses??
Memory ability: Multi-channel messaging becomes more effective when there is consistency. At the same time, when there is consistency and presence on multiple platforms, Ads will be easier to remember;
Effective: With integrated planning, You can reuse content and schedule production, effective distribution. Align more purposeful campaigns with larger business goals instead of relying on scattered and duplicate projects;
Loyalty: An important part of this form is understanding and responding to customers. Customers keep coming back to a brand that delivers a positive experience, Reliable in every encounter.
Businesses need to integrate marketing activities in parallel with public relations, corporate communications, media relations and other popular means to convey marketing messages. These forms of communication cannot be ignored and consider the many ways that allow consumers to interact with a brand.
After all, Customers want to interact with brands in different ways and find content that suits their needs, their own tastes. Managing customer data and responding to it effectively will be a big challenge for companies. But just have a thorough plan in place, Your business will shine in the right field it is aiming for.
- Integrated marketing communication methods:
Consumer orientation (Consumer-oriented)
This method starts with the Marketing team doing research to better understand consumers. Before creating content or messages, Need to identify target audience, Use internal data or other tools to learn what customers need and value.
This will help you outline an effective integrated marketing communications plan.
Outsource (Outsourced)
This approach means hiring an outside team to do the research, Analyze and create content.
After researching your company's goals and current operating status, At the same time, understand what the company needs to integrate marketing communications, They will start implementing the strategy.
Horizontal marketing (Horizontal)
With this method, Departments will link and work together on the same idea. Managers are responsible for promoting an initiative across departments, includes sales, PR and corporate communications or the company can form a team and assign a leader for each project.
This process will contribute to forming a seamless workflow from planning to implementation and evaluation.
Vertical marketing (Vertical)
Contrary to the above methods, This top-down approach does not focus on the customer. Every company can convey a fixed mission and message.
Top leaders (C-suite position) can spread excitement about new initiatives or products to employees. Later, Employees will widely share this message and implement the company's IMC plan.
Functional cooperation (Cross-functional)
This is an increasingly popular method in the digital age, where companies will start by planning how to reach out to consumers (both online and in-person channels) to create interactive and engaging customer service experiences.
- Successful brands with typical integrated communication campaigns
Nike
As part of the year's strategy 2017 to increase direct sales, Nike has integrated its app with in-store communications.
Nike Live stores are designed in tandem with the company's app, customized according to data about local customer preferences and behavior. That is, the characteristics of store design and products in Long Beach, California will have different designs and products when located in Tokyo, Japan.
Data from users in the region helps predict sales and ensure customers have a seamless experience when transitioning from digital to retail sales. The app even allows customers to request fitting rooms and pay on their phone.
Nike's efforts are an example of a consumer-facing and cross-functional approach to IMC as it uses both personalization and streamlined messaging across channels. The idea from the beginning was to create a unified experience across every touchpoint, Customized support for each user.
And the result is up to five 2019, More than half of Nike's transactions come from members, and app users drive higher average revenue 40%.
Audi
Year 2020, Audi launches a new brand identity to market electric vehicles globally. According to Director Henrik Wenders, A company's success depends on its “overall strategy, clarity and people willing to work together to make that vision a reality.”.
This spirit inspired the new slogan “The Future is an Attitude” that the automaker is using to unify its marketing efforts.. The “Story of Progress” campaign features a series of interviews highlighting the experiences of change-makers around the world..
In this campaign, Audi has applied some elements of both vertical and horizontal marketing methods:
– The slogan “The future is an attitude” and consistent branding across campaigns is an example of a vertical IMC strategy. Global consumers will have consistent experiences whenever they encounter information related to Audi electric vehicles
– The “Stories of Progress” series also has elements of a horizontal approach as it is the result of international group coordination.
Either way, Audi also delivers relevant and consistent messages to users globally. This is a significant achievement, helping the brand overcome the challenges of the pandemic and supply chain constraints during the same period.
Cisco
Year 2019, Cisco used sophisticated data collection, response automation and artificial intelligence to improve customer relationships across social channels.
The company's approach represents two-way data integration, allowing customer comments to shape IMC activities across platforms directly and immediately.
For example: When there are complaints about harmful product packaging, Cisco demonstrated that it is listening to customers by posting a video announcing its greener plan, Tag people who have given feedback.
By leveraging third-party tools to integrate customer communications into the strategy, This Cisco campaign led to a significant increase in positive emotions and recognition from customers.
Another way Cisco has used integrated marketing is to create a brand identity tied to its social responsibility initiatives.. In the year 2016, The company launched a branding campaign called “There’s never been a better time” (There has never been a better time) Expresses an optimistic view of the future.
Customer stories highlight how Cisco products help them make the world a better place. Although this is a global campaign, ad variations are locally targeted, distributed via TV, print media and social networks.
This initiative is an example of horizontal IMC that goes beyond marketing and is an integral part of Cisco's overall communications strategy. Consistency in messaging across channels helps companies create a unique identity that wins customer trust and loyalty..
In the next part of the article, SaigonTV will introduce to you How to implement an effective integrated marketing communications strategy along with Establishing work processes and schedules to suit customer goals.
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Editorial source: Ori Marketing Agency
