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The integrated marketing communication (IMC) process became popular in the 1980's and is now widely deployed as an
accepted marketing model worldwide. Prior to that mass media advertising was considered the dominant form of marketing
promotion. However, as consumers became more aware of advertising they began to seek out other sources of information for
verification.
It thus became important for organisations to spread their marketing efforts and resources across the various marketing forms.
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As the public relations, direct marketing, sponsorship, sales promotion and new media functions developed, they
began to compete for marketing budgets and prioritisation within organisations. Decision making was fragmented with
marketing messages often conflicting.
What is IMC?
IMC is a marketing model in-which all marketing efforts in an organisation are directed towards a common objective.
It involves the transmission of consistent messages across various media forms through the use of diverse marketing
communication methods.
As the Internet becomes an increasingly important marketing medium for many organisations, IMC gains popularity and
those organisations which implemented and perfected the process early on are at an advantage in incorporating an Internet
marketing strategy as a component of their overall communication strategy.
Synergy
Integration of marketing efforts can lead to improved efficiencies and greater levels of marketing success since a
combined effort is often more powerful than a disjointed one. The integrated marketing communication process is synergistic
in nature suggesting that the combined effect of the various communication vehicles is greater than a sum of its individual
parts.
Factors to consider when integrating online and offline marketing programs
Online and offline marketing initiatives should be designed to complement and support one another. This can be achieved
in the following ways;
Consistency:
It can be detrimental to your organisations long term marketing efforts for your website to contain information which
conflicts with that presented in other media such as radio, television and print adverts. Information should instead be
consistent and up to date.
Drive Traffic:
Offline media can and should be used as a tool to drive traffic to your website. Studies indicate that a large number
of people browse the Internet on laptops while watching television. The use of teasers in offline media can thus be used
to direct clients to your website. Always publish your URL address in offline communication and include a call to action.
It is also very effective to promote a memorable and unique search phrase in offline advertising mediums such as print,
television and radio in particular.
Web as a verification method:
It is important to bear in mind that many people use the Internet to verify information found in other media forms.
Educated consumers also use the Internet to check the credentials of organisations they intend to deal with in future
whilst many consumers look for product reviews and compare products benefits and features online. The provision of valid,
consistent and constructive information can thus support offline media campaigns.
Additional Information
Offline media forms such as print, radio and television usually present limitations in terms of time and/or space
thus restricting the amount of information which can be transmitted. The web however presents a good opportunity to
provide additional information on a current advertising campaign.
Impact
Should a potential client be presented with the same message in various media forms it increases the impact of
your message and ultimately your campaign.
Timing
Online and offline marketing efforts should be synchronised with promotions appearing simultaneously in both
online and offline platforms.
Integration allows for greater engagement:
By directing clients to your website using offline media your website serves as an interface between the
client and the product. The Internet has a unique capacity for client engagement through the use of multimedia and
interactive tools.
Monitor, Track and Tweak:
Internet marketing enables quick accurate campaign tracking. By integrating online and offline marketing
programs one is able to better track offline campaigns and tweak them if and when necessary, thus encouraging a
more responsive approach.
The importance of structure:
In the case of integrated marketing communication it is imperative that your organisations structure is such
that it allows for the various marketing components to be consolidated. A holistic approach is required with a
need for leadership capable of understanding the total communication programme. The focus should be on customer
groups with a view to satisfying customer needs in the most cost effective and efficient manner.
The IMC approach remains the most attractive marketing process available and if applied to online and offline
marketing programmes it has the potential to yield exceptional return on marketing investment. iLead Online
recognises the importance of combining online and offline marketing initiatives; they support the integrated approach
and assist their clients in creating synergy through integration.
