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ELEMENTS ::
INTEGRATED MARKETING COMMUNICATIONS (IMC)


Integrated Marketing Communications (IMC) is the coordination of all marketing communications tools, channels, functions and sources within an organization into a seamless program that maximizes the impact on consumers, customers, membership, shareholders, media and other end users. This "integration", with use of technology across the enterprise (network/cloud), helps organizations concentrate their resources in order to achieve the goals as set forth as part of their strategic plan.



As an extension of the overall Integrated Marketing Strategy, an Integrated Marketing Communications (IMC) strategy aimes to ensure consistency of message and the complementary use of media.


  • IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within an organization into a seamless program that maximizes the impact on consumers/customers/membership and other end users at a minimal cost.

  • IMC is a process for managing relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers/clients/membership and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenue, and sources within an organization into a seamless program in order to maximize the impact on end users at a minimal cost.

  • IMC aims to ensure consistency of message and the complementary use of media. This integration process includes the leveraging of ONLINE and OFFLINE Marketing Channels — with emphasis placed on the development of an Integrated ONLINE Marketing Strategy that focuses on four basic functional areas: Web » Email » Social Media » Mobile. This leveraging of ONLINE Marketing Channels can include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, web development, mobile, banner ads, webinars, social networking, blog, micro-blogging, RSS, podcast, Internet Radio, and Internet TV. OFFLINE Marketing Channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, traditional radio, and television.

  • View full list of Marketing Channels - Promotion Elements Mix portfolio




    IMC Components:

    Foundation - based on a strategic understanding of the product and market. This includes changes in technology, buyer attitudes and behaviour and anticipated moves by competitors.

    Corporate Culture - corporate brand as seen through its vision and capabilities.

    Brand Focus - corporate identity (i.e., logo), tagline, style and core message.

    Consumer Experience - product experience and/or service, design of product/packaging

    Communication Tools - includes all promotion mix elements such as advertising, online communications, social media, direct marketing, etc.

    Promotional Tools - customer relations management, public/industry relations, database marketing, trade/consumer promotions, sponsorship programs and personal selling.


    Integration Tools - software that enables tracking of campaign effectiveness and customer behavior, including web analytics, marketing automation, CRM and inbound marketing software.






    IMC Elements:

    • Promotions Opportunity Analysis (POA)
    • Strategic Communications Plan
    • Internet Marketing Strategy
    • Social Media Strategy (SMS) Assessment
    • Mobile Strategy


    Promotions Opportunity Analysis (POA)

    Creating an effective IMC plan is through promotions opportunity analysis or POA. Employment of POA is the process used to identify target audiences for an organization's goods and services and the communication strategies needed to reach these audiences. Developing POA includes five steps:

    Step 1: Conduct a communication market analysis
    • Competitors
    • Opportunities
    • Target markets
    • Customers
    • Product/Service positioning

    Step 2: Establish communication objectives
    • Develop brand awareness
    • Increase category demand
    • Change customer belief or attitude
    • Enhance purchase actions
    • Encourage repeat purchases
    • Build customer traffic
    • Enhance organizational image
    • Increase market share
    • Increase sales
    • Reinforce purchase decisions

    Step 3: Create communications budget
    Several factors influence the relationship between expenditures on promotions and sales:
    • The goal of the promotion
    • Threshold effects
    • Carryover effects
    • Wear-out effects
    • Decay effects
    • Random events

    Step 4: Prepare promotional strategies
    Step 5: Match tactics to strategies

    Strategic Communications Plan

    Elements of a Strategic Communications Plan
    Step 1: Determine Goal
    Step 2: Identify and Profile Audience
    Step 3: Develop Messages
    Step 4: Select Communication Channels
    Step 5: Choose Activities and Materials
    Step 6: Establish Partnerships
    Step 7: Implement the Plan
    Step 8: Evaluate and Make Mid-Course Corrections


    Internet Marketing Strategy

    Step 1: Create a Keyword Strategy
    Step 2: Optimize Website
    Step 3: Create Blog and Other Content
    Step 4: Promote Content & Participate in Social Media
    Step 5: Convert Site Traffic to Leads
    Step 6: Nurture Leads with Email Marketing
    Step 7: Be Mobile-Friendly (develop a mobile strategy)
    Step 8: Analyze & Refine Strategies


    Social Media Strategy (SMS) Assessment

    1: What do you want to accomplish
    2: Determine Social Media Process Maturity Level
    3: Understand/Rank Challenges to Develop SMS
    4: Monitor News, Blog and Social Media
    5: Metrics: Defining targeted and measurable objectives for social media purposes
    6: Social Marketing Architecture

    See: Social Media Best Practices section

    Mobile Strategy

    Critical components to success:
    1: Build your mobile strategy with the experience of the device as the core of the product
    2: Provide rapid access to data for Rich Apps
    3: Ensure Geo-Location Awareness and develop user data for virtual intimacy
    4: Think of the device as an extension of the end user
    5: Incorporate a Product Mindset into your approach

    iMarketing Gallery

    • ASPA Conference - Promotional Campaign
    • MG Marketing Campaign
    • Email Retention Seminar - Promotional Campaign
    • Conference Campaign Materials
    • Annual Parade - Promotinal Campaign
    • Instore POS - Promotional Campaign

    E-mail Communications Samples





    Integrated Marketing Communications expertise:

    » Strategic & Marketing Plan Development
    » Brand Management
    » Integrated Marketing Communications Plans
    » Web Services: Online Marketing Strategy
       • Web Development
       • Email Campaigns
       • Social Marketing Strategies (i.e., Facebook, YouTube, Twitter, RSS feeds, etc.)
       • Mobile Marketing Strategies
    » Seminar/Conference/Tradeshow Development
    » Digital Media (Photography/Video Production and Editing/Graphic Design)
    » Message Testing
    » Product Positioning and Messaging
    » Prospect/Customer Surveys
    » Sales Data Analysis
    » Telemarketing Scripts
    » Telephone Surveys




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