Integrated Marketing Communication: Make Your Website Part of Your “WEB”
So far we’ve discussed two of the three main reasons to engage in integrated marketing communication (IMC). IMC builds brand recognition and consistency, increases credibility and magnifies the power of each of your individual marketing efforts. This magnification is one of the most valuable aspects of IMC.
As you know, successful marketing builds consumer interest and awareness. IMC helps you to leverage the interest and awareness with other advertising efforts. As you accomplish your goal to build awareness with marketing media such as print ads, television spots, etc., follow up with Internet advertising that links your print ads to your website. No marketing effort should be isolated. Again, if your newspaper ad features a special like “Tax Free Tuesday,” make sure that when consumers type “Tax Free Tuesday” into their search engine of choice, you have a text ad to lead the way to your website and inventory. If each piece of the marketing puzzle works together, your traffic will increase both on and off line. As more people see your television and print ads, more people will look for you online. The more consumers who look for you online, the more ups you will have on your lot.
The primary goal of IMC is to create a “web,” or net, for your consumers. No matter what strand of the marketing web they touch, they should be led to the same central place- your dealership.