Skip to main content

Connecting with Consumers: The IMC Approach

Image result for digital ads

Resonating with a consumer is the main goal of any marketer. They want the consumer to feel connected to the message they are conveying and remembering it when the time of purchase arrives. 
But how do marketers try and connect with such a diverse range of people in an ever-growing society. It's called an Integrated Marketing Communications plan or IMC for short. This plan allows you to have a clear step-by-step plan to be successful in your marketing campaign. 

Image result for target market
Step 1: Know your target market
You need to have a clear understanding of your target market. What are their hobbies? How do they read the news? How do they like being communicated to? This is such an important step because you don't need to waste resources on every single potential customer but instead a smaller, like-minded part of the market. 



Step 2: Know which channels to use
Now that you know your target market, how can you reach them? Questions need to be asked like what are the strengths and weaknesses of the channel ? or what is my objective in using this channel? Knowing the correct channel allows you to develop cost-effective strategies, for example if your target market was older, wealthy men, there wouldn't be a need to market extensively on social media as they are mainly watching television so this would be a better channel to market through. 






Step 3: Consistency
Image result for consistencyBeing consistent is key. Creating consistent content allows you to hit all the touch points with the audience and the brand and can lead to a meaningful relationship between the two. Content created by your brand also needs to follow the 3 C's of Communication. Communications is the first C and it means to have a clear message with the audience where it isn't too confusing. C number 2 is 'Compelling' meaning that the content should be interesting and relating to the topic in which the message is based on. The third and last but not least C is Consistency. A message should be interpreted the same way regardless of which channel it is conveyed through

Did these 3 steps help you communicate your message ? Let me know in the comments below !!

Comments

  1. Kit ObieMay 16, 2018 at 12:09 AM

    Hi Kaan,
    I couldn’t agree more with the need to find out who your audience is. I think this is where some companies fail. As their product goes through the product life cycle, the people buying may be very different from when it was trendy at time of launch. I really believe that companies that continue to invest in knowing more about their target segments are far more likely to be successful in their Integrated Marketing Campaigns. If they get this first step right the advertising efforts are almost doomed to fail spectacularly.
    Looking forward to your next post.
    Catherine ☺

    ReplyDelete
  2. Kaan DesovaliMay 21, 2018 at 7:34 PM

    Yep glad you agree :)
    Companies who research into their target market can better understand the needs and can put out content valuable to the customer. This is a good strategy for any company in their integrated marketing campaigns

    ReplyDelete

Post a Comment

Popular posts from this blog

Optimise & Monetise

How good is Google. I mean seriously it's probably the best thing out there. When you don't know something, who's the first "person" you ask ? Definitely Google. It simply has every thing you are looking for. But how do the best websites always end up on the top of the page? Google is the Google for a reason. They have developed a ranking algorithm  which sorts through the millions of web pages and ranks them from a few categories. These include the location and frequency of the keyword you search, content of the page, quality and relevance and more. By sorting through these it allows for the most appropriate web page to top the list. Very smart and simple. But we as digital marketers are continuing to progress how we market out products and have started to used a structured approach where companies can increase their position of their website. This is done through Search Engine Optimisation.  The way companies do this is by increasing the amount of keywords...
9 comments
Read more

Bzzz

What's the first thing you do when you wake up in the morning? I know for me it is to look at my phone and see the notifications on Facebook, Instagram and Snapchat. Yeah, the occasional ad pops up, but I will probably ignore it.. except for the multiple times that I have bought a product because it matched what I like in general. Now how did the ad know what to show me? This is the power of mobile marketing. Mobile marketing is phenomenal in the fact that it can deliver highly personalised and relevant information to the consumer, you. As a consumer uses their phone for their daily lives, apps and websites are tracking and collecting personal data for the use of building a profile of them and then targeting ads based on their behaviours on their mobiles. Ads get a bad rep simply because they're too intrusive and there's too many of them, however ads are good if you like what you see and they aren't a completely unrelated topic to your likes. ...
4 comments
Read more