Integrated Marketing Communications: Catch the Fever
In our ongoing talk about death to the concept of “Internet marketing and/or Internet customers,” let’s talk about “IMC.” You have probably heard the term “Integrated Marketing Communications” (IMC) before. Though the lengthy title may be momentarily intimidating, chances are you’vealready engaged in the idea, and you should probably be doing more of it.
IMC is simply connecting all of your advertising/marketing dots. For example, your ads should connect to each other and drive traffic to your website. IMC is very much grounded in the concept of a network– emphasis on the net. Any television, radio or newspaper ads you run should mention your website. Conversely, your Internet advertising should make use of the same slogans and promotions prevalent in your offline advertising. There should be one central location for information and all of your marketing should point to that location.
IMC is a simple, important concept (with a long title), all too often overlooked. Don’t allow dead ends in your marketing plan. Ads that go nowhere will be far less successful than ads that lead consumers back to your online showroom and, eventually, to your physical showroom and their next car.
July 1st, 2008 at 1:40 pm
Great blog post. We call it 3 screen marketing with Screen 1 being TV, Screen 2 being your Internet site and Screen 3 being Blackberry/cell phone including SMS texting and peer to peer to sites ( Facebook, Youtube). We have decided that newspaper advertising has really lost it’s ROI.
The marketing role of Screen 1 and Screen 3 is to drive customers to Screen 2. All your informaiton is on Screen 2, your marketing strategies are for Screens 1 and 3.