What Is Integrated Marketing—and Why Does it Matter?
An integrated marketing communications (IMC) approach is core to how we plan and work at Approach Marketing. In fact, over the last six weeks we’ve been busy facilitating mid-year check-ins with clients to gauge the effectiveness of our integrated programs and what, if any, adjustments are needed.
These mid-year conversations are a great time to revisit the role and value of IMC planning. Because let’s be real: Marketing moves fast and while we race to stay ahead, we can lose sight of the customer experience. So, let’s all catch our breath and revisit the definition of IMC and what makes it powerful.
What is IMC
In its simplest form, integrated marketing communications means unifying all of the communication touchpoints between a brand and its customers to ensure consistent, personalized messaging. These touchpoints include PR, social media, digital, search, SEO, direct mail, and any other elements in your marketing mix.
While good to know what IMC is, the how and why behind this approach are much more important. Understanding this can help you identify how best to utilize IMC planning in your own business.
In the past, these departments and agencies have sometimes worked in siloes and compared notes at the end. Today, it’s essential that teams, departments and practitioners build cohesive programs and keep in constant communication to optimize collective effectiveness. We specialize in helping guide IMC teams toward successful program development and implementation.
How the IMC Process Works
Get the right players and teams together. This should include marketing, communications/PR, sales, customer service and key C-suite executives. Get comfortable with everyone being in the room or on the phone regularly.
Know your key audiences. Now that the gang’s all here, align on your most valuable audiences. Work together to document these audiences’ paths to purchase and the various goals and pain points they have.
Agree on what you want these audiences to know and do. Every message and touchpoint should reinforce a reason to believe and a call to action. Creating a shared set of brand messages will ensure customers hear a consistent story.
Map the touchpoints and messages. Identify all customer touchpoints across departments and teams. Then, review touchpoint messaging for consistency and revise based on the new brand messages you created in no. 3.
Identify success metrics and how you’ll measure and report them. Marketing metrics like impressions often don’t translate to sales teams or C-suite execs. Instead, select KPIs that support larger business objectives.
Why IMC Matters
So, why invest the time and resources to do this? Because it creates a better brand and customer experience. And that can mean big benefits for your business, including:
Increased cross-functional efficiencies. Breaking down silos across PR, communications and marketing means better information sharing and a shared goal.
Faster progress toward business goals. When everyone is working toward a shared goal, you’re more likely to get there faster. And, when adjustments are needed, you can pivot as an organization more quickly.
A stronger culture. When employees know they're part of something bigger than their immediate team it can spark greater collaboration, idea sharing and all-around interest in their job.
More impactful partnerships. Sharing your IMC plan with outside partners (like Approach!) ensures everyone has a clear understanding of your audiences and business objectives—and how they can best support you and your business.
No matter where you are on your IMC journey, Approach is here to support you. Connect with us to learn more.