The role of IMC
Integrated Marketing Communications or in short IMC’s primary goal is ensuring every tool which is aimed at promoting will work and link together.
IMC utilises both traditional and digital marketing to promote, which ensures that the promotion will reach out to audiences from all walks-of-life.
Most importantly, every campaign needs to have a consistent voice/message, which will ensure that the audience are able to keep track of the relevance be it being traditional or digital.
An example of a successful IMC – Share a Coke
In 2011, Coke started its ‘Share a Coke’ campaign in Australia, which garnered interest from consumers. They were able to purchase a Coke bottle with specific messages or common names and gave them as gifts to friends and families.
Coke not only utilised advertisements to attract consumers, but also putting the bottles into small kiosks and placed in schools and malls. Coke also used its own website to promote the campaign!
This was a very smart move by Coke, as it attracts consumers into wondering how special these bottles are. The main goal was to persuade consumers into buying it, even there might be a small amount of people not drinking it eventually.
Ultimately, Coke’s Share A Coke campaign garnered a 7% increase in its consumption rate, a increase of sales and its reachability.
Conclusion
As such, IMC plans and digital campaigns are essentials for businesses who are looking to garner more interest on their products/services and to most importantly increase awareness. But always bear in mind, the general message has to be consistent among the different forms of advertising!
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One response to “IMC and Digital Campaigns – Effective?”
Hello Hector! 🙂
I think that you did a great job of giving a background knowledge on integrated marketing communications as an introduction to your blog’s topic. Moreover, you have made your blog more insightful by using Coke as a real-world illustration of how IMC can contribute to the success of a brand’s marketing campaign.
However, your blog would have been better if you shown and provided images of the various promotional tools that Coke uses to advertise their ‘share a coke’ campaign.
This will not only enhance your blog’s visual appeal but also proves to your readers how Coke employs these different channels to deliver a consistent message.
Regardless, I enjoyed reading your blog and I’m looking forward for your next one!
– Sharren Joshlyne
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