What is IMC?
Integrated marketing communication is an interdisciplinary field. Integrated marketing communications evaluates marketing strategy in terms of organizational goals, business development, and technical service requirements. Integrated marketing communications encourages organizations to combine marketing, advertising, public relations, social media, and consumer/audience analytics to create a more robust and integrated approach.
Importance of ICD
In a multi-channel environment, integrated marketing is a buzzword. Google returns over 600 million results per second. Twenty years ago, the term meant combining advertising, public relations, direct mail and other marketing disciplines into one approach. Many people use it to describe the online and offline channels that work together to provide a customer experience
Most companies prioritize innovation. To succeed through innovation, companies must invest as much in marketing new products.
Integrated marketing communications help brands stand out.
IMC enables brands to reach larger audiences Targeting a large audience with one strategy is easy and effective because it involves multiple media.
By delivering the same message across multiple platforms at different times, it reduces marketing costs and builds brand awareness.
Integrated marketing communication creates a two-way interaction with customers to maintain loyalty and interest and target new customers.
IMC Planning Process –
• Review or marketing plan
• Prepare a situation analysis
• Determining marketing communication objectives
• Estimating the client's return on investment
• Define budget, strategies and tactics
• Assessment and measurement
Using the recent Royal Enfield "white elephant" case study, I was able to gain useful insights and correctly apply the IMC planning process.
The brand has an image problem and is called a "white elephant". We should focus on brand positioning using IMC techniques like event sponsorship and shifting target audience to new age customers. Our direct competitors include Harley-Davidson and other manufacturers of high-performance motorcycles. The new sports bikes are also direct rivals of Royal Enfield. We will reach out to biker influencers through PR events to showcase new bike updates. ATL level advertising through TVCs, newspaper ads, social media ads and banner/billboard ads. We will try to keep our message consistent across all media, such as a full-page ad in a major newspaper. Special discounts for holidays and other occasions, plus free bike collection. Carefully review all ad placements (ad time, duration and number of broadcasts).
We will evaluate the effectiveness of our advertising market research on consumer perception of our product/brand, evaluate advertising activity by verifying sales growth after any discount offer, and every 6 months we will evaluate PR management through key influencers. Relationships / perception of our brand.
Nivea Men Repositioning - IMC Planning Process -
Nivea is a leading name in personal care and skin care. Their business success can be attributed to their creativity, research ability and marketing. Because the company pays particular attention to consumer needs, it can offer products that fill specific niches in the market. Nivea Men's direct competitors are Ponds and Johnson and Johnson et al. burden. The main target market could be young men who go to the office and need a daily skin care routine. We can use a mix of above and below the line with online marketing. TTL channels such as television, radio, paid advertising, social media and email. We will rely more on digital marketing and focus less on print media like newspapers to reduce costs.
To create a broad message, we can start a campaign to make Nivea not only for women and for this we can use any social media games or quizzes on Instagram and our potential targets like youth can engage in such games and even quizzes. their benefits.
Existing customers and new customers can also get a great introductory offer to increase sales and revenue initially.
They will determine the effectiveness of our approach through digital activation, as well as the benefits they will realize.
Brand identity is an important aspect in IMC
Brand identity refers to the visual characteristics of a brand, such as color, design, and logo, that help customers recognize and differentiate the brand.
Importance of brand identity.
Without a clear brand identity, customers will have a hard time remembering a company's products or services. A successful marketing campaign can benefit from a well-known brand name.
How to define a strong brand?
A good brand stands out from its competitors with a targeted message, eye-catching visuals, familiarity with its target audience (such as families and seniors) and general market knowledge.
Brand Value Proposition-
A brand value proposition is a statement that defines what a company offers to differentiate itself from its competitors.
closed -
IMC, or Integrated Marketing Communications, is a term used to describe a company's focused efforts to communicate brand messages to target audiences. Successful implementation of this strategy can increase your business performance (BP) and open up new business opportunities while increasing your business effectiveness (BE). If you have a good understanding of how IMC, BE and BP interact, you can either improve your current marketing strategy or create an entirely new strategy that has a higher probability of success: considering audience size and results.