What is an IMC plan in marketing?
The American Marketing Association defines IMC as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
How do you write an integrated marketing plan?
Establish your overarching campaign goal. Choose your marketing channels and set goals for each one. Define your buyer personas by channel. Identify your channel managers. Create adaptable marketing assets and messaging. Establish your plan for collecting leads.
What are the five components of IMC?
Components of IMC include: the foundation, the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
An integrated marketing communications plan or IMC plan incorporates market research, strategic planning, audience segmentation, marketing channel selection, creative briefs and campaign messaging, budgeting, ROI analysis and a system for campaign metrics and evaluation. to achieve maximum impact of marketing
Integrated Marketing Communications is an integration of marketing tools such as advertising, online marketing, public relation, direct marketing, and sales promotion. Promotional tools are effective when they work together rather than in isolation.
The aim of marketing is to create awareness of a brand and generate sales. IMC, on the other hand, aims to integrate the various promotional tools and approaches used by a company to ensure that consistent messages are delivered that creates a more powerful impact on the minds of the consumers.
Contextual or Situational Analysis
The first stage of the IMC planning process is to conduct a situational/ contextual analysis. This can involve a SWOT analysis and an external and internal environmental analysis.
IMC has four primary objectives: creating brand awareness, generating product interest, increasing the desire for products and prompting action in the form of a sale.
8 Key Components of Integrated Marketing
In addition to the three benefits mentioned above, three elements drive the success of integrated marketing campaigns: timing, consistency, media mix.
Integrated marketing is a strategy for delivering a unified, holistic message across all of the marketing channels that your brand uses. For example, whether a customer is viewing marketing content on desktop or mobile, the experience and message should remain the same.
advertising, sales promotion, direct response, public relations, personal selling and social - the selection of tools that an organisation uses synergystically to communicate its message.