Businesses need to find a way to grow their businesses, build their brands
and increase brand awareness, while abiding by corporate guidelines and
Using an integrated marketing communication strategy is a great way
for a brand to specifically focus on local customers and operate under the
greater umbrella of the corporate parent.
This approach offers:
A holistic approach to communications marketing.
More “bang for your buck,” by creating a user experience.
Integrated marketing communications plans increase the chance that
consumers will reach you the way you want them to (more control).
Smart phone use is on the rise.
Smart phones are quickly becoming a more important tool to use to connect
and engage with customers.
Consumers are also using mobile apps to order food, find nearby
restaurants, add value to prepaid cards (i.e. Starbucks), and/or discover the
“flavor of the day.”
Restaurant reservation platform OpenTable today reported quarterly
earnings of $52.3 million and used the day to put out some other news: the
company has acquired Ness Computing, makers of the personalized
restaurant recommendations app Ness.
Customers are using technology and mobile devices to announce location
Places, Foursquare, Gowalla).
Businesses are capitalizing on this by linking the “check-ins” to coupons
and deal savings, encouraging fans to announce their locations, and
ultimately, become customers.
Group buying sites, such as Groupon, have changed consumer buying
behavior, by forcing consumers to cooperate in order to receive the
Group buying allows for companies to drive purchase behavior and
expand their customer bases. Participating businesses have experienced
increased traffic as a result of flash sales, especially when linked with
Mobile devices allow the consumer the opportunity to scan bar codes
(QR codes) to get product reviews, complementary offerings, compare
prices across distributors and track product availability.
Businesses can use this knowledge to communicate transparency
regarding price, product and service quality.
Integrated marketing campaigns (IMC) combine new, and traditional
media marketing tools and tactics to connect with consumers across
The goal of an IMC is to integrate brand messaging across channels
(messages are not platform-specific), and to increase market and brand
awareness, eventually resulting in financial benefits.
Starbucks uses an integrated marketing plan based on social media
implementation with several working parts; keeps customers involved
Blogs: improve the customer in-store experience by launching
Mystarbucks-idea.com to learn from customers and employees what
they liked and did not like, and what Starbucks could be doing betterreached 100,000 ideas.
Twitter: answer questions, share information, listen to consumers.
YouTube: share commercials, and informational videos about volunteer
efforts and ingredients.
Facebook: invite fans to Starbucks events, share comments, post pictures
When implementing an integrated marketing communication plan
remember to keep in mind the following:
Campaign goal(s) must be communicated, and understood throughout
the company and across departments in order to be successful.
Actively work to keep communications cohesive and consistent; use
technology to keep all employees on the same page and communicate
with customers with the correct, clear message.
Consider private branded communities, use new Facebook features
“Questions” and “Private Groups” to delve deeper into the minds of the