Digital campaigns are all around us.
Big, medium and small businesses utilise digital campaigns to boost presence, create demand and generate sales.
Often larger companies will pay for both advertising and use other methods to bolster the campaign. This is called Integrated Marketing Communications (IMC).
IMC uses linked messages through various communication channels to promote a brand/product.
Integrating all marketing ensures that a business can control it’s image more effectivly and plan for the future. Forecasting sales and targeting markets becomes less difficult for the business. Any digital marketing is bound to have data about customers/users and how they interact with the brand. This data can be used to find information that can be futhur accessed and analysed for maximum sales optimisation.
IMCs utilising digital media should always include the following*:
- Coherence- connections between the different media used, such as their messages, communication style and visual cues are vital.
- Consistency– repetition helps to reinforce the brand’s message and image. The strongest brand’s are those that continiously repeat their messages in all communications.
- Continuity– we all know that consistency in marketing is key. Stick to the same communication styles, visuals, mood and always reference the brand personality. Customers trust what and who they already know, the same applies for brands…
- Complimentary– synergy! The more energy that you input, the more it will output
IMCs and digital campaigns should use various online tools to spread their messages and boost presence:
Integrating all your marketing communications is an essential way to maximise your sales potential, grow your presence and develop your image.
*Picton & Broderick (2001) Integrated Marketing Communications, Prentice Hall