TIP-ical Tuesday: Integrated Marketing Campaigns
by Bria Silver on 4/21
An Integrated Marketing Campaign (IMC) combines and utilizes several different mediums, with a consistent and branded message both digitally and traditionally. The goal of an IMC is to cohesively market to your consumer through different means of communication in hopes of yielding higher conversion rates.
This method is ideal and highly recommended when marketing to your target audience. Studies indicate that the average person needs to be exposed to your message at least 7 times before even considering to buy.
With potential market saturation, noise and general everyday distractions, it is more difficult now than ever before to have your message be seen — let alone seen enough to drive results. That’s why having a consistent message across several different touchpoints is vital to your business.
When developing an IMC plan, there are a few steps that need to be taken prior to launching your campaign.
1. Create a branded message.
Your message should always align with your brand’s core values and mission. It should be actionable and enticing. What’s going to grab your consumer’s attention and make them remember you?
2. Know your target audience.
The way you market to Gen Z will vary in comparison to how you market to Gen X. Your target audience will shape your message and where it’s being placed.
3. Research the best platforms for your brand and target audience.
You wouldn’t use youthful slang and Tiktok to market to someone in their 50’s. Researching the platforms your target is highly prevalent on can make or break your campaign.
4. Keep your budget in mind.
Your budget will also affect what platforms you use. For example, if you have a smaller budget it may be more beneficial for you to stick to digital platforms.
For your next marketing campaign consider these tips when building your message to your specific audience. An IMC may come in handy and help drive the results your business is looking for.