An integrated marketing campaign (IMC) is a simple concept. It ensures that all forms of communication and messages are carefully linked together further; it is a process for managing the customer relationships that drive brand value. IMC is not ‘only digital’; incorporating both an online and offline element indicates the consistency principle. A clear message is necessary because a confusing brand message can confuse non-returning consumers.
Implementing IMC digital media will be more effective when used as part of an integrated approach:
- Coherence: different communications are logically connected
- Consistency: multiple messages support and reinforce and are not contradictory
- Continuity: communications are connected and consistent through time
- Complementary: synergistic, the sum of parts is greater than the whole
However, it is also essential to acknowledge the proper approach to creating a successful IMC.
- Understanding and identifying the target audience
- Selecting media channels
- Create clear and consistent content that is adaptable and suitable for various media channels
Traditional media marketing
Traditional media is implementing marketing that is not online or is a form of promotion that reaches an audience offline. Moreover, examples like direct mail, magazines, newspapers, radio and television are various media channels in traditional marketing.
The McDonald’s brand is an example of executing traditional media. Billboards are a practical approach for building awareness and broadcasting about the organisation. Tends to also encounter the most views and impressions, especially in high-traffic areas, in contrast to other marketing tools.
McDonald’s advertisement through traditional media like television is another beneficial and significant approach to building awareness, responsible for 72% and increasing customer engagement. The example below is the McDonald’s Monopoly 2022 advertisement, with great success and engagement with customers playing the game in the past. Television advertisements can encourage, motivate and remind customers to purchase and play the latest game at Mcdonald’s.
New media marketing
New media marketing is the use of social media platforms and websites to promote a product or service, moreover involves display advertising, content marketing and social media promotions. All new media marketing aims to interact with consumers with the brand and engage in a way that increases awareness and correlates to sales.
An example like the celebrity KSI
The influencer KSI’s social media platforms demonstrate an example of new media marketing; KSI, an artist, boxer, and Youtuber, utilises various social media platforms like Instagram, Twitter and YouTube to increase awareness for a new upcoming boxing or charity event, a new song or album release or even products like PRIME hydration drink or XIX vodka. The significant influence and impact the individual has on his audience, which includes the 8.1 million followers on Twitter, 12 million followers on Instagram, and 30+ million subscribers, by implementing a consistent and engaging message about the new event, song or product through every Youtube video, tweet or post this method of promoting brand awareness does eventually correlate to sales.