Why use an Integrated
Marketing Communications (IMC) Strategy?
The marketing world is rapidly changing with the emergence
of new social media platforms, mobile applications, and new ways to reach
consumers, so we must find new ways to fulfill these needs. Not only is it important to create a new and
creative marketing strategies, it must be consistent throughout all selling and
advertising platforms to be effective; this is the idea behind IMC. When paired with successful and cohesive
branding, IMC will allow customers to receive the same message across all
social media platforms, experience a convenient and smooth shopping experience
regardless of if they are shopping in store, on a laptop, or using a smart
phone, and an overall fulfillment of the consumers need of a hassle free
experience.
Nike is a great example of a successful IMC program. Since the inception of the slogan, “Just Do
It” in 1988, the company has successfully brought together its vast number of
media platforms under this one concept.
In the competitive world of sporting goods, Nike has been able to hold
its market share without having to consistently change or revamp its marketing
efforts due to the integration of its brand and marketing strategies.
In conclusion, by using a well-structured IMC strategy, you
can ensure that customers will get the right experience regardless of the
medium that they use. Additionally, you
will find that IMC provides competitive advantages including financial rewards,
and the ability to perform at a higher level with the cohesiveness that comes
from IMC.
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