Why IMC is key

IMC is a marketing technique that stands for Integrated Marketing Communications. It is the epitome of all great campaigns and is essential for brand recognition and recall. It is a relatively simple concept that basically means ensuring all elements of a campaign are consistent across all channels of exposure (also known as synergy). This will allow viewers and potential consumers to be able to identify a campaign in all its different forms, which will increase recognition significantly.

Digital ad spend has almost tripled since 2015, according to eMarketer. It is essential for brands to integrate their marketing messages not only on traditional channels (TV, radio, newspaper), but also on digital platforms (Instagram, Facebook, Twitter). The use of digital channels allows for greater interaction and engagement with consumers and encourages a two-way communication. Digital advertising allows brands to reach consumers on a level that traditional media cannot.

Image Source

However, IMC does not suggest that brands overload all platforms and channels with their campaigns. There are certain factors that need to be taken into account before a media channel is selected for a campaign. Coulter and Starkis have outlined five factors for media selection. Although this framework was created in 2005, it can be applied to today’s digital platforms of media. Brands need to assess the quality of the form of media they want to choose for their campaign and ensure viewers will pay attention and be stimulated by the content. The chosen platform must also provide adequate time and coverage maximise reach and exposure time for the marketing message. Flexibility is also an important factor as consumers must be able to interact on some level with the campaign so that they will feel a connection to the message. Of course, cost of the media must also be estimated and within reason for the campaign’s budget. Brands need to evaluate these factors proposed by Coulter and Starkis before choosing which platforms to run their campaign on, as it is about quality not quantity of the media channels.

Image Source

A brand that has done IMC right is Magnum. For their 25th anniversary, they created a new campaign that was spread across traditional and new media channels. The campaign was distinguishable on all platforms as Magnum kept a consistent message; “for pleasure seekers.” Also keeping a classy feel to the campaign with a gold Magnum logo as the centre of every ad. Magnum released a TV ad, an online ‘pleasure hunt’ game, a celebrity-packed anniversary party and social media posts, which helped achieve awareness and engagement across all channels. Magnum created so much buzz around their campaign by integrating it across multiple platforms of promotion.

Comment down below if you think brands should stick to one media channel for their campaigns or use multiple channels to promote them.