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An Overview of Integrated Marketing Communications (IMC)

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An Overview of Integrated Marketing Communications (IMC)

  1. 1. Achieving Better Results Through Integrated Marketing Communications Bonnie Harris Reed College of Media, West Virginia University Wax Marketing, Inc.
  2. 2. Bonnie Harris  Principal, Wax Marketing Inc.  Adjunct Instructor IMC Program, WVU, Reed College of Media  WaxMarketing.com  waxmarketing@gmail.com @waxgirl333
  3. 3. Agenda  Defining IMC  Branding and IMC  Audiences  IMC Planning  Messaging Strategies  IMC Examples  Measurements  Barriers to IMC
  4. 4. IMC and the PR Professional Today we are… Messaging Experts Marketing Strategists Brand Journalists Technology Consultants Project Managers
  5. 5. 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.”
  6. 6. 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.
  7. 7. Why are Brands Turning to IMC?  Audience  Messaging Channels  Competition  Technology  Owned Media
  8. 8. How has branding changed? Perception is everything.
  9. 9. Messaging Sources  Planned Messages  Product Messages  Service Messages  Unplanned Messages  Employee Messages
  10. 10. Say goodbye to the 4 P’s
  11. 11. Hello to the 4 C’s
  12. 12. How does a customer choose a brand?  Problem or opportunity  Information search  Choice evaluation  Behavior and action  Decision and repeat buy
  13. 13. Components of an IMC Campaign  Audience Definition  Marketing Objectives & Strategies  Integrated Creative Strategy Statement & Brief  Digital Objectives, Strategies & Tactics  Public Relations Objectives and Tactics
  14. 14. Components of an IMC Campaign  Advertising/Media Buy  Direct Marketing  Sales Promotion  Measurement and Evaluation Plan  Cross-functional Project Management
  15. 15. Audience Definition  Demographics  Psychographics  Content acquisition behavior  Buying behavior  Other segmentation strategies  Geodemographic  Ethnic  Relationship  Adopter
  16. 16. Messaging Strategy  Strategic Consistency  One Voice  Integrated Strategy Statements  Message Translations
  17. 17. Channels Who is your true audience ? Where does the synergy exist ? Which space is effective ? What is the right mix ?
  18. 18. Why are we looking at this guy?
  19. 19. Results?  1.2 billion media impressions  100 million YouTube views  Sales  55% first 3 months  Sales  107% in the fourth month
  20. 20. Strong IMC campaigns have…  Aligned objectives Specific audiences  Strong project management Common strategies and tactics Translatable, impactful messages
  21. 21. Dermatology Consultants  $20 million healthcare practice  Channels included email, social media, print/broadcast ads, public relations, events, in office messaging  Audience was blended
  22. 22. 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
  23. 23. Measurement  Within target audiences  Mix of quantitative/qualitative  Brand awareness  Attitude change and preference  Customer retention
  24. 24. Measuring Tactics  Landing page conversions  Website behavior  Social media engagement  Online clicks  Unplanned messages
  25. 25. Measuring Behavior  Content acquisition  Buying behavior  Customer acquisition  Loyalty and engagement
  26. 26. Measuring Components  Earned media impressions  Owned media impressions  Advertising ROI  Digital marketing return
  27. 27. Strong IMC Plans have…  Narrow scope Targeted audience Focus on linked tactics  Content/frequency Time for iterative testing and revision
  28. 28. 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
  29. 29. The Future of IMC Automation + Integration Big Data Standard Metrics Owned Media  Brand
  30. 30. Questions?
  31. 31. 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
  32. 32. Thank You! Bonnie Harris waxmarketing@gmail.com 612-801-0912 @waxgirl333  practice
  33. 33. Please complete the survey for this session in the Conference mobile  app. Download the mobile app at http://ddut.ch/prsa Survey

Editor's Notes

  • And hello to the four Cs
    Customer – the customer has a voice now and they’re talking. Shift of power to the customer/consumer
    Cost
    Convenience – how easy is it to obtain? The internet has changed all of this.
    Communication - are you listening or are you selling?
    The four C’s are how we really review things in IMC. All of these lead up to how a consumer chooses a brand, it’s really a five step process:
    Problem or opportunity recognition
    Information search
    Choice Evaluation
    Behavior and Action
    Decision and Repeat Buy
    The premise behind IMC is that it is able to exert much greater influence on all of these steps, not just the decision to buy or choice evaluation. By really learning the buying behavior of a customer, you can tailor the IMC mix to maximize your brand’s premise at each of these stages. And if the message is consistent and persistent, you will eventually lead them to the right decision.
  • Creative brief
    Let’s talk about when public relations and sales promotion.
    To me, public relations is the boost. Sales promotion is the caboose that drives the train. Both should be at the table when determining a marketing strategy.
  • Creative brief
    Let’s talk about when public relations and sales promotion.
    To me, public relations is the boost. Sales promotion is the caboose that drives the train. Both should be at the table when determining a marketing strategy.
  • Advertising as part of an IMC campaign often has to have not only a call to action, but be part of the content marketing mix as well. Perhaps the best example of this is the Old Spice Smell like a Man campaign. This highly integrated campaign was a genius mixture of social media engagement, viral video, traditional advertising and public relations. The Campaign generated more than 1.2 billion media impressions, over 100 million YouTube views and exponential increases in the brand’s social media networks. The Old Spice campaign revived a tired old brand . According to ad week, sales for Old Spice jumped 55% in the first three months of the campaign. In the fourth month, however, sales jumped 107 PERCENT. What a remarkable case study for IMC.

    Isaiah Mustafa
     

  •  what
    .

  •  
    .
    How do we measure linked tactics? What would that look like?

  •  
    .
  • Objectives are aligned under milestones, tactics are aligned under objectives
    Reporting strategy

    All members of the project team identified including partners, influencers, buyers
    360 degree reporting strategy means the you are reporting to everyone AROUND you on a regular basis /
    Determine the correct level of reporting: whether it’s a team sponsor or what

    High level
    Detail level (budgeting)


  • Functional silos and separate departments are perhaps the biggest barriers to IMC. We all know how hard it is to communicate cross-functionally. Trying to manage a plan that executes in a synchronized fashion cross-functionally is extremely challenging. Many departments feel they must have exposure for their successes compared to others. Many departments have different metrics by which their success is measured. These things and others, make it difficult to create a common set of measurements under a common set of aligned goals. Team dynamics must be strong in order for IMC to be successful.
     
    Also, IMC does not have a strong, repeatable framework that can be taken from company to company and implemented as is. IMC requires that you find your own recipe in terms of the components used and the timing of those components. There are common elements to every IMC plan, as we’ve seen. But really, each organization or brand has to reach his or her specific audience. In today’s fractured messaging landscape, it’s tough to have common processes that can translate.
     
    Management doesn’t know how to implement IMC and that’s why there’s such a huge proliferation of IMC programs in marketing and journalism college departments across the country. We’re really training people in school and on the job at the same time. It reminds me of my days in the technology industry. There was a huge shift from linear project management to modular project management, where the software components were often developed at the same time, and implemented in a synchronized fashion. Many old school IT people could not convert their thinking. I see the same thing in marketing today.

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