Can’t Get Enough IMC- Let’s Talk about Credibility
As we discuss the benefits of integrated marketing communication (IMC), we have to include the asset of credibility. If a customer is able to read your ad in the newspaper, they should expect to be able to find you online. Likewise, ads on television should also lead consumers back to your website. Nothing steals credibility like a dead end. If a consumer searches for you and can’t find you, they are not likely to trust you. On the other hand, if a customer catches the end of your television ad and remembers just the name of your dealership, it adds to your credibility when they’re able to quickly find more information online. When your message is unwavering, it builds trust and helps you portray an air of professionalism and consistency.
If you run a special and only advertise it in the newspaper, when consumers look for details online and find nothing, they may think they missed the special or feel angry that you haven’t provided more information. Sure they could call, but studies show that calling a dealership is not the preferred means of contact. Using IMC means giving the consumers what they want and making sure they know a) who you are b) where they can find you and c) that they can trust you.