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Insights |
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Strategy
Branding
Above
Below
Digital
PR
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Integrated toolbox
Not too long ago, marketing brands was easy. There were fewer choices and marketers had limited media options for targeting consumers with their brand information. Furthermore, consumers accepted the familiar, one-way communication paradigm. But with the Internet, social media and the constant evolution of interactive marketing tools as well as the demand for information from sophisticated consumers, it’s more of a challenge than ever to coordinate the many facets of the marketing campaign.
For the past decade, it's been impossible to open an advertising or marketing textbook and not be immediately greeted by the idea of Integrated Marketing Communications (IMC). Sometimes it would be trendily referred to as a "360 approach" or simply as a "holistic strategy” at Gullan&Gullan we call it a brand-centric™ strategy.
IMC includes online and offline marketing channels, such as e-marketing, search engine optimization, pay-per-click, affiliate, banners, social media, webinars and Internet TV. Offline marketing channels are the traditional print, direct, PR, outdoor, radio, television and brand experiences or events.
Marketers who want their brand to reach consumers in multiple ways should be developing an integrated marketing communication strategy. Many case studies prove that an IMC or brand-centric™ strategy maximizes impact and engagement resulting in excellent ROI.
Reasons for moving towards IMC
The following shifts in marketing communications have resulted in marketers developing IMC or brand-centric™ strategies,
_From media to multiple forms or channels of communication
_From mass media to more specialized media, which are centred around specific target audiences
_From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market
_From general-focus advertising and marketing to data-based marketing
_From low agency accountability to greater agency accountability, particularly in advertising
_From limited Internet access to 24/7 Internet availability and access to goods and services.
Making IMC work
Marketers working with IMC strategies will either work with one agency who can provide all 360º disciplines, or should appoint a coordinator to ensure the following,
_Reassure collaborating agencies that no-one is out to steal jobs from them
_Encourage symbiotic collaboration and trust
_Encourage open communication
_Manage the flow of messages and strategies, and make sure everything is in sync
_Determine the right combination of platforms to achieve objectives
_Be media agnostic
_Keep campaign messages consistent in a brand-centric™ manner while conforming to unique values of each medium
The G&G insight
Marketers who embrace multiple-channelled campaigns understand how important it is that the different facets interact. To do this, it’s necessary that all participating agencies collaborate. Competitive fear often prevents real collaboration, which is why you may want to consider a 360º agency, or appoint a project manager to coordinate the work of each collaborator. |
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