Wow they really love me
Have you ever felt like a brand really knows you? They seem to know what platform you are on, then when you are on that platform what you are generally looking to do, whether that is buying, learning, or being entertained. It’s kind of like that good friend who just knows what you need.
Integrated Marketing Communications
Integrated marketing communications are specifically planned to make you feel connected in this way. Businesses want to build a relationship with you, and to do that they want you to feel like you have a unique or special connection with them. Which means once you engage with them your relationship beings and they are looking at how they can better service you and keep you coming back. The way they do this is across the different marketing channels they have discovered that you use.
Harvard Business Review do this for me. They know the topics I have searched for information on when I’m googling. So, when I’m on Instagram they have a Sponsored ad that asks me if I want to learn more on that topic, and they take me to their website. The website knows me and says welcome back with pop-ups and shows me other information they know I would like.
The clever part is, this isn’t just multi-channels saying ‘hi look at my brand’ it is omni-channels saying you can buy here on Facebook Belinda, but I know you buy when you’re on Instagram so here’s a button to take you there.
The super clever part about building this relationship is when they make me feel special enough that I start to promote their brand too. Before you know it, we are co-creating their brand message together and its building with every relationship they engage in.
Here are 7 steps to achieve the multi-channel approach.
1. Understand your customers, their demographics, when they are online what platforms are they using, and how they use those platforms etc.
2. Pick your channels, this site has some amazing examples on the types available
3. Have a consistent look to ensure the audience knows it is the same business and feels that connection with you. The images shown of Harvard Business Review are a good example of this their mobile website, looks very similar to their Instagram.
4. Create clear and consistent content that can be easily adapted or repurposed for each channel.
5. Ensure your messaging is integrated, like the messaging shown in the M&Ms ‘Find Red’ example.
6. Make sure your teams are working together and the customer feels like they are connected to the same department across all of your channels.
7. Don’t forget to track your campaigns to understand the performance.
Let me know if there is a brand that makes you feel connected?
8 thoughts on “Wow they really love me”
Hello Belinda,
Thank you very much for your post. The clarity and clear outline of the content really keeps be engaged. I love the simplicity yet detail of external websites as I am gaining a deeper insight into your ideas and what you are trying to inform the reader about. I have always had an understanding of IMC as I have studied it before, so It was interesting to get another perspective. I enjoyed the 7 step approach and it was short, sharp and a great way to get an understanding of what I would need to do myself to be successful. I would have loved to have seen an example of this in action as I am always someone who enjoys seeing real world examples of these approaches. Maybe a little more detail in this area would have perfected the post! Looking forward to reading more content you produce! Grace
Hi Grace,
Thanks for taking the time to visit and comment on my blog. I loved the way M&Ms interacted with IMC in their ‘find red’ campaign, it really showed how all their media channels interacted together. I take on your comments about more detail in the seven points though, I’ll connect the consistency point better to the HBR examples.
Thanks again!
Hi Belinda, I really enjoyed reading this blog. I found the M&M video very interesting and was impressed with their level of creativity to engage the target audience to the campaign. I wonder if any other companies have had a similar marketing campaign.
Hi James,
Thanks for visiting and leaving a comment. I stumbled across a YouTube collection that had IMC use cases https://youtube.com/playlist?list=PLGhn_uYiaIc8injQ6hgMPXHwmXc3l66Hx I really liked the Canon one too https://youtu.be/wS1dO8ydngE.
Thanks again!
Great read! Your page is very engaging and cohesive, this is fantastic as a reader as its aesthetically pleasing and easy to navigate. I appreciated your additional materials so we are provided with additional information. The 7 step approach as it was concise and straight to the point which would be perfect for beginners who are learning. Looking forward to your next post keep up the great work 😉
Hey Madison,
Thanks for visiting and your kind feedback. I had a good time watching all of the IMC use cases on YouTube, there are some very clever marketers out there. I appreciate your feedback on the 7 steps too, you’ve made me think about how useful it is as an overview to the topic.
Thanks again!
Hey Belinda! Been such a fan of your blog and loved this read! Do you think with these omni channels there is a level of privacy that is being breached? It seems scary how there are many ways a business can reach you and sometimes we’re not even aware!
Hey Amelia,
Thanks for your kind feedback. Your question has made me think about this in greater detail, so thanks for that. I think, as with any industry, the rules and standards modify and change to protect and establish balance to the public. We are starting to learn the levels of intrusion and establish our maturity in what we share, which is healthy. In terms of our privacy, I expect some companies may be still breaching our privacy but overall many seem to be staying in the confines of the law. Omni-channel marketing steps up as we sign-up for a product which has an embedded service to customise and entice us, if we don’t want that level of service most offer opt out options. On a personal level , I like it I just worry when it changes my news feed.
Thanks for the thought provoking question.