FIFTH BLOG - W9

 Top easy mistakes in 

Integrated Marketing Communication

(IMC) strategy

Every business and organization wants to reach as many customers as possible through a variety of  offline, online development strategies and even through mass media. You can name so many platforms and marketing supports like Facebook, Tiktok or email, right? But how do you make sure it's all in sync in delivering your company's image and message to customers?

Source image: https://googleentitystacking.com/integrated-marketing-communication-la-gi-loi-ich-va-kho-khan-cua-imc/

Regardless of when or how customers connect with your business, integrated marketing (IM) may overcome any gaps or discrepancies across channels. IM is comparable to multi-channel marketing in that all communications are coordinated across all channels.

Source image: https://www.paperflite.com/blogs/implement-integrated-marketing

The bigger the strategy is, the higher the chance of error is. Next are four common mistakes in IMC strategies.

1. The primary campaign's aim or message is lacking

You should establish the primary objectives that will be included into any marketing plan right after the initial brainstorming. Consider clear responses to the following questions as a group with your colleagues. 

• Who would you choose as your target? 
• What will you do to persuade them to do something? 
• What does it mean to be successful? 
• What is the essence of your brand? What does your company's logo not represent? What does it mean to have a consistent brand?

2.  Assume that your target audience only uses one channel

On (nearly) every channel, the possibility of crossover exists. The actions you'll need to take to unleash your crossover's full potential are simple to follow, consistent, and rewarding. Take the time to go through all of the channels and see if any opportunities for cross-promotion remain.You need to discover alternative methods to connect the many parts of your integrated marketing plan as a comprehensive and attentive marketer. 

3. Ignore the data collected

Source image: https://www.semtek.com.vn/data-driven-la-gi/

The information you gather will be extremely useful. However, if you don't pay attention to the data you collect, you could end up with the following: 

• There is no obvious indicator of how the campaign is doing, or the tools are insufficient. 
• It's tough to categorize leads and provide tailored communications. 
• What measures are taken and how to continue in order to provide maximum value to potential consumers are unclear.
• Ignore all you've learned about the lead. It has a detrimental impact on the company's content, posing the danger of receiving duplicate or irrelevant content. 

4. Information collected from one platform should not be shared across other platforms

Consider a lead who has signed up for a webinar and completed a post-webinar preference survey. They even included information in the poll regarding their interest in organic cosmetics. If this information is not accessible, the participant will be given the same content as the rest of the group. And certain messages may have a hard time establishing strong relationships with customers.

You may, however, tailor your interactions with other channels using data. You may use your email marketing software to advertise new cosmetics, offer discount codes, or send out bespoke advertising, for example.  Communicate often as a team on how to apply what you've learned on one platform to other platforms.

In general, a lot of errors can occur because the operating network for IMC is too wide and informative. The blog information is quite boring. Then you can watch the video below to have a clearer view of the general mistakes in marketing campaigns.

Please feel free to leave a comment below to tell me - an amateur marketer - knowing more interesting things about IMC strategy~