What is IMC? The role of IMC in Branding
Have you ever recognized a brand’s advertisement without seeing its logo? That is the power of integrated marketing communications (IMC). IMC is indispensable in every business’s marketing strategy when most of the effectiveness of all marketing campaigns depends on this factor. So what is IMC?
In this article, CleverAds will help you learn the definition and importance of IMC in business marketing and analyze a successful IMC plan from Spotify.
1. What is IMC?
IMC (Integrated Marketing Communications), also known as integrated marketing communications, is the process of unifying a brand’s message to make that message consistent across all media that the brand has used to reach the target audience. This is a directional approach strategy for all marketing communication channels of the business.
This strategy is becoming ever more critical. Primarily, the average consumer interacts with a brand on about 20 different channels before making a purchase decision. Therefore, businesses must provide a seamless customer experience, whether interacting with the brand on the website, social media, or in person.
2. Why is IMC important?
Every business uses multiple channels and media to communicate with its target audience. We have come a long way from having a relatively small number of “traditional” channels such as TV, radio, and newspapers. In today’s digital age, it is not easy for businesses to track and control all the media through which they can reach their potential customers.
Focusing on multiple marketing channels at once is essential for many companies. However, omnichannel marketing requires a strategy that can harmonize all activities to achieve each business’s marketing goals. This is when we need to apply IMC to our marketing strategy.
After understanding what IMC is, let CleverAds analyze the four main reasons why IMC is so important:
2.1. The need for consistency in the customer journey
2.2. IMC helps build brand
2.3. The harmonious combination of marketing channels helps to boost the effectiveness of each campaign
2.4. IMC helps marketing channels complement each other
Research findings may even change the way you look at marketing. Let’s take a closer look at each of the above items with CleverAds.
2.1. The need for consistency in the customer journey
Next time you buy something, think about the first time you heard about the brand of the product, the product itself, and how you came to the purchasing decision.
Many consumers won’t buy a product the first time they see it. They often go through all the steps in a buying journey. This journey can take place in just one day (when you decide to buy a piece of clothing, for example), or it can take up to several years (when you choose to own a car).
This is related to the marketing funnel. This model describes how people become customers—from first learning about a brand to making a purchase decision. From there, consistent and easy-to-follow communication across all marketing channels will create a smooth customer journey throughout the business’s marketing funnel.
2.2. IMC helps build brand
As mentioned above, consistent communication is an essential part of branding. Businesses need their target audience to engage in every touchpoint in their campaigns to build and strengthen customer links with the brand.
However, more than getting the right message across at the right time is required. The key to building a brand lies in applying the brand code (Brand Code) on all communication channels of the business to increase recognition and differentiation. Brand Codes are tangible elements (colors, logos, slogans, etc.) and intangible elements (scents, sensations, etc.) that make customers immediately associate with a particular brand.
The most common Brand Code is the logo. Each company has its unique logo. However, more than just having a logo is required. Businesses should combine brand codes to make a difference in the market.
2.3. The harmonious combination of marketing channels helps to boost the effectiveness of each campaign
Applying IMC will reorient the operation of businesses’ marketing channels and how they use them. There are now countless ways to reach customers both online and offline. However, unless your company sells products to the mass market, you should be very selective about your marketing channels.
On the other hand, businesses should strive to have good visibility on all relevant channels and media. A study by Mark Ritson – a brand consultant and former professor of marketing – found that the more media channels combined, the more influential the campaign.
An ideal approach to integrating communication channels is to spend 60% of the budget on branding and the remaining 40% on driving sales.
The marketing channels mix (Combination of marketing channels) in the business should also follow the same 60:40 ratio. Some channels are better suited for branding (TV, billboards, YouTube ads), while others are better suited for stimulating purchases (Search Ads, Remarketing Ads).
2.4. IMC helps marketing channels complement each other
When businesses communicate properly, marketing channels can support each other. This Flywheel model has gained popularity because it makes companies change how they look at Inbound Marketing. Once the marketing channels have been combined smoothly, businesses can entirely rely on the “flywheel” effect to develop.
3. Example of a successful IMC campaign – Spotify Wrapped
The Spotify Wrapped campaign knows how to take the concept of IMC and take it to the next level. It’s an annual event, first launched in 2015. Spotify will reveal music data from the past year to individual users and the public through an integrated, cross-platform campaign.
This campaign has two main parts. The first is short videos for individuals, leading users to reflect on their musical journey on this app based on their listening history. The rest are exciting and engaging advertisements about the campaign in cities worldwide.
Spotify also deploys campaigns on social networking platforms. Artists and bands receive tailored information and data. Along with that, listeners are also encouraged to share their own Wrapped metrics.
This campaign has made an enormous impact. According to Twitter, the campaign was mentioned in more than 1.2 million posts. The 2020 campaign helped Spotify grow 21% of app downloads in the first week of December alone.
CONCLUSION
In this article, CleverAds has provided you with all about the concept of IMC and its role. We also analyzed an example of a successful campaign. Every business needs its IMC plan so that all marketing activities work harmoniously and deliver a consistent message. This will increase customer awareness and loyalty to your brand. Companies that are more successful in IMC will undoubtedly be more competitive in today’s market.
