An Overview of Integrated Marketing Communications (IMC)

Achieving Better Results Through Integrated Marketing

CommunicationsBonnie Harris

Reed College of Media, West Virginia University Wax Marketing, Inc.

Bonnie Harris

Principal, Wax Marketing Inc.

Adjunct Instructor IMC Program, WVU, Reed College of Media

WaxMarketing.com

[email protected] @waxgirl333

Agenda

Defining IMC

Branding and IMC

Audiences

IMC Planning

Messaging Strategies

IMC Examples

Measurements

Barriers to IMC

IMC and the PR

Professional

Today we are…

Messaging Experts

Marketing Strategists

Brand Journalists

Technology Consultants

Project Managers

Definition of IMC

According to the AMA (American Marketing Association) the definition of Integrated Marketing Communications is:

“A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time.”

In basic terms…

An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods intended to reinforce each other.

Why are Brands Turning to IMC?

Audience

Messaging Channels

Competition

Technology

Owned Media

How has branding changed?

Perception is everything.

Messaging Sources

Planned Messages

Product Messages

Service Messages

Unplanned Messages

Employee Messages

Say goodbye to the 4 P’s

Hello to the 4 C’s

How does a customer choose a brand?

Problem or opportunity

Information search

Choice evaluation

Behavior and action

Decision and repeat buy

Components of an IMC Campaign

Audience Definition

Marketing Objectives & Strategies

Integrated Creative Strategy Statement & Brief

Digital Objectives, Strategies & Tactics

Public Relations Objectives and Tactics

Components of an IMC Campaign

Advertising/Media Buy

Direct Marketing

Sales Promotion

Measurement and Evaluation Plan

Cross-functional Project Management

Audience Definition

Demographics Psychographics Content

acquisition behavior

Buying behavior

Other segmentation strategies Geodemographic Ethnic Relationship Adopter

Messaging Strategy

Strategic Consistency

One Voice

Integrated Strategy Statements

Message Translations

Channels

Who is your true audience ?

Where does the synergy exist ?

Which space is effective ?

What is the right mix ?

Why are we looking at this guy?

Results?

1.2 billion media impressions

100 million YouTube views

Sales 55% first 3 months

Sales 107% in the fourth month

Strong IMC campaigns have…

Aligned objectives

Specific audiences

Strong project management

Common strategies and tactics

Translatable, impactful messages

Dermatology Consultants

$20 million

healthcare practice

Channels included email, social media, print/broadcast ads, public relations, events, in office messaging

Audience was blended

Results?

After 12 months, 20% of new patients coming

from online

15% of revenue is cosmetic after 18 months

40% of web traffic coming from social media

5% of patients coming from Facebook alone

Media placements have doubled

Measurement

Within target audiences

Mix of quantitative/qualitative

Brand awareness

Attitude change and preference

Customer retention

Measuring Tactics

Landing page conversions

Website behavior

Social media engagement

Online clicks

Unplanned messages

Measuring Behavior

Content acquisition

Buying behavior

Customer acquisition

Loyalty and engagement

Measuring Components

Earned media impressions

Owned media impressions

Advertising ROI

Digital marketing return

Strong IMC Plans have…

Narrow scope

Targeted audience

Focus on linked tactics

Content/frequency

Time for iterative testing and revision

Barriers to IMC

Functional silos/team dynamics

No proven “how to’s” or magic bullet processes

Lack of management know-how

Outdated measurement tools

Sales

The Future of IMC

Automation + Integration

Big Data

Standard Metrics

Owned Media Brand

Questions?

WVU IMC Program

1st online IMC graduate program in the nation

Established 2003

More than 400 active students

Ideal for mid-level communications professionals

More information at imc.wvu.edu

Thank You!

Bonnie

H

arris

waxm

arke

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gm

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