Integrated Marketing Communication Strategies for Marketers

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Integrated Marketing Communications (IMC) involves coordinating and integrating all marketing communication tools, avenues, and sources to maximize the impact on the target audience.

Brands can create a cohesive, integrated marketing strategy by following these four steps:

Identify various marketing communication methods

As part of the integrated marketing strategy, brands must determine which marketing communication methods they intend to use.

When planning a campaign, it is important to consider the target audience and their preferred channels for receiving information, gathering facts, and researching solutions to problems.

Content Marketing:

To increase your chances of making a sale, it’s important to make your content accessible online.

Email Marketing:

It’s not always about generating new leads; delivering the right content to your existing subscribers at the right time is often the most effective marketing tactic.

Social media marketing:

It allows brands to build relationships, increase brand awareness, and drive traffic to your website.

Using social media for digital marketing campaigns can produce exceptional results when combined with email and content marketing. It connects with your target audience on a platform where they frequently spend time.

Create a Marketing Communications Plan

Once you’ve determined which marketing channels will resonate with your target audience, it’s time to create a comprehensive plan for your marketing initiatives. To do this, you must focus on three primary items:

Audience:

Determine the buyer personas for each of your marketing strategies. For example, consider email marketing and Facebook if one of the personas is middle-aged. If your other persona is millennial, think about texting and Instagram. Your persona will determine which channels you use to communicate with them, not vice versa.

Content:

Determine which content will most effectively reach your target audience. For example, if brands want to add new contacts to their database, they can include a top-of-funnel offer on the website. This includes subscribing to a newsletter or downloading a checklist.

Pro Tip: Brands can even have this as a pop-up form that appears when visitors leave their website. This content offer gives you one last chance to connect with them. According to a pop-up statistics study by Optimonk:

“Conversion rates go up to 17% on pop-up forms. The top 10% of highest-performing pop-ups have a 42.35% average conversion rate.”

To re-engage your database and convert leads into opportunities, offer case studies, video testimonials, and other content. This will help them make informed decisions.

Cadence:

Understanding how frequently people prefer receiving information is critical. You can obtain this information from several marketing automation platforms. For example, in HubSpot, users can see how often people read emails, interact with the website, and use social media.

Firms can use this information to ensure they send content regularly but not so frequently that the prospect becomes overwhelmed.

If the average sales cycle for a specific product or service is around 90 days, teams should align their email cadence with that timeframe.

Use the data available to you to make the best decision for your audience and how frequently they interact with your brand.

Understand the Customer’s Decision-Making Process

Understand what motivates customers to purchase a product or service, then determine why they would buy from you.

The most important thing here is to understand the problem brands are solving for them and how they can assist them in making that decision.

Brands often notice that some customers use a lengthy decision-making process while others use low levels of involvement to make quick, nominal, or spontaneous decisions.

The decision-making process refers to the basic pattern most customers follow when faced with a specific situation resulting in a sale.

Companies that understand the complexities of consumer behavior and decision-making can improve the effectiveness of their marketing communications by tailoring them to their target audience’s decision process.

Implement your marketing communication plan

Now is the time to implement your plan and see what happens. Here are some steps to help you accomplish that.

Calendar:

Tracking the sharing of your content with your audience can be made more efficient using a calendar. This enables brands to effectively organize their campaign assets and communicate with the prospects at the right time during their decision-making process.

Automation Software:

To do this at scale, you’ll need marketing automation software that integrates with your CRM and allows you to see the entire sales process.

Using automation software to help implement the program allows brands to reach their audience more effectively and present a seamless, integrated, and consistent message to them across multiple channels.

Analyze: 

To ensure that the marketing communication strategy is comprehensive and results-driven, continue to monitor the prospects’ needs. Brands must focus on the product or service’s capabilities that solve user issues and generate audience excitement.

After analyzing the present campaigns, firms can:

  • Track their campaigns’ engagement
  • Assess email open and click rates
  • Evaluate social interactions, requests to speak with sales, and closing deals.
Conclusion: 

A brand can use Integrated Marketing Communications (IMC) to promote its business through various channels.

A stronger communication strategy is made possible by integrating messages, personalities, and experiences to unite the target audience and build brand equity.

Integrated marketing communications is a crucial component of any company’s marketing strategy since they have the flexibility and capacity to have the desired effect on their audience. Brands have the assurance that their relationship with the market will endure.

Swapnil Mishra
Swapnil Mishra
Swapnil Mishra is a global news correspondent at OnDot media, with over six years of experience in the field. Specializing in technology journalism encompassing enterprise tech, marketig automation, and marketing technologies, Swapnil has established herself as a trusted voice in the industry. Having collaborated with various media outlets, she has honed her skills in content strategy, executive leadership, business strategy, industry insights, best practices, and thought leadership. As a journalism graduate, Swapnil possesses a keen eye for editorial detail and a mastery of language, enabling her to deliver compelling and informative news stories. She has a keen eye for detail and a knack for breaking down complex technical concepts into easy-to-understand language.

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