The document discusses the importance and benefits of integrated marketing communications (IMC) for building strong brands. IMC employs multiple marketing channels in a coordinated way to deliver a clear and consistent brand message. This helps avoid inconsistent messaging, increases effectiveness and efficiency, and builds trust in the brand. The document provides examples of how a company implemented IMC through a series of technology-focused campaigns across various channels to communicate their brand as an innovator in applying new technologies.

1. The Power of Integrated
Marketing Communications
by Yuliya Musakovska
eleks.com

2. This is me.
● 13+ years in marketing and communications
● 9+ years in IT industry
● 4 international companies
● 10+ people coached into profession
● 4 published books (poetry)
● Currently Head of Marketing @
TOP 10

3. 2+ “marketings” within a
company
Campaigns deliver
chaotic messages
Same-looking
company brands
Company’s market
positioning is
unclear internally
Observations
Mostly relevant for large global companies.Note:

4. No differentiation
Consequences
Brand
No clear
brand vision
Doublework
Inconsistent
Messaging
Confusion
Money lost

5. The Reality of Today’s Market
Media Explosion:
Multitude of
Channels
The Rise of Social:
Customers in
Charge
Differentiate or
Die:
Branding Rules

6. Are you really getting your
Brand Message across?

7. Why Brand Matters
➔Consumers are willing to pay more money for higher
equity brands.
“Brand Equity is the intangible value of
a brand added to a product or service
from a perception in customer’s minds”
(Tom Duncan, “Integrated Marketing
Communications)

8. The Role of IMC
➔IMC build Brands and increases Profit Margin.
Integrated marketing communications (IMC)
employs marketing strategies through
multiple marketing communications to build
and maintain strong brands. The premier way
for organizations to manage customer
experiences in the digital age.

9. Corporate Social
ResponsibilityPublic Relations
Internal Communications
Newsletters
Visual Design
Marketing and Corporate
Collaterals
Website and Blog
Media Relations
Integration
is Synergy
IMC
Executive and Thought
Leadership
Events
Social Media

10. How does IMC really work?

11. ELEKS Google
Glass Experiment
Channels
● Website
● Blog
● Newswire
● Social Media
● Technology Media
● Events
● Customer Newsletter/Nurturing
● Employee Newsletter

12. Technology article
Award entry
Multiple Content Types
Press release/Media pitchPromotional video
Event showcase Marketing case study
Google Glass
Experiment
Clear, consistent and
compelling message:
ELEKS pioneered in applying
the new technology for
commercial use

13. Apple Watch App
for Tesla Car
Channels
● Blog
● Website
● Newswire
● Social Media
● Technology Media
● Events
● Customer Newsletter/Nurturing
● Employee Newsletter

14. Integrated Campaign Series
Brand Message / Differentiator:
ELEKS is an early adopter of new technologies that continually explores their potential for the
business use
Campaign 1
Google Glass
Experiment
Campaign 2
Apple Watch App for
Tesla Car
Campaign 3
Mobile 3D Car Preview
Campaign 4
Holiday VR Game
Case Study ⇆ Article ⇆ Press Release ⇆ Presentation ⇆ Video ⇆ Direct Mail
Social Media | Blog | Website | Events | Email Campaigns | Newswire | Technology Media
Brand Strategy

15. Why Integration?
Your Brand
Saves CostsBuilds trust in
your Brand
Improves
morale
Increases
effectiveness
and
efficiency
Takes away
Confusion
To optimize the communication
of a consistent message
carrying the company's brand
to stakeholders

16. Brand Strategy
↑
Sales and
Marketing
Strategy
Continuous
experimentation
Multi-channel campaigns
Brand Positioning is the
base
Keeping everyone in sync
Measuring effectiveness of
channels
Alignment of key
stakeholders
Best practices
development
Always using the Brandbook
Dialogue with key audiences
Integrated Marketing
Team

17. Employer branding
Tech community content
Professional events
Integrated Team
Internal news/newsletters
Corporate and social events
Employee motivation campaigns
Talent Acquisition collaterals
Website, SEO, web analytics
E-mail campaigns
Media relations
Marketing collaterals
Effective
Brand
Building
Global events
Advantages:
➔ Best practices and quality
standards
➔ Top-level in-house marketing agency
➔ Brand focus
➔ Cost efficiency

18. What’s hot?
➔More vivid brand differentiation
➔Knowledge of customer insights
➔Need for brand evangelists
➔Customer and employee brand
advocacy
➔Raising the level of transparency

20. Inspired by Technology.
Driven by Value.
Feel free to connect on LInkedIn: https://ua.linkedin.com/in/yuliya-musakovska-
86570b2