Integrated Marketing Communication (IMC) is “the concept under which a company carefully integrates and coordinates its many communication channels to deliver a clear, consistent message”, according to the marketing guru Philip Kotler.
If a company fails to integrate its marketing effort, it can lead to conflicting messages – and this adds up to a confused and inconsistent image, which can create a feeling of anxiety and distrust among the audience. Since the majority of companies are starting to move their marketing efforts online as well, it is therefore important to keep this field in line with the offline activities.
When establishing a presence on social networks like Facebook, Twitter, LinkedIn etc., these platforms need to be integrated in the overall strategy of the company and be in alignment with the image of the business. The keyword here is consistency. In addition, useful information – and of course creating dialogue – is a part of maintaining customers and creating an even broader network.
In this context, there are some specific keywords that you can keep in mind and give some thought before pitching in on different social networks. Pulling your communication efforts together is a crucial element, so keep in mind these 4 C’s of IMC:
Make sure you are always sending out the same message. Don’t contradict yourself! That can make you lose credibility.
Be aware of your entire communication process through different channels. All information should be a part of your overall strategy to ensure alignment.
As well as coordinating messages to be consistent and coherent, you must also keep in mind that every channel needs to be monitored – and this should be done on a regular basis to keep up continuity.
Lastly, you need to think of how your communication effort come together, so that when the complementary synergy you create overall can exceed any effort.
Keeping these keywords in mind, you’re one step closer to building stronger relationships with your customers. You just need to take your time, and maintain a constant and thought-through effort.