IMC Milestone 3, week 6-8
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Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | IMC Milestone 3, week 6-8 |

Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.


I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:

Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.The big idea has to integrate with media tools that link to each other and not just stand alone.

How do you succeed?

So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.


Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.


Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.


Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.

Trang Tran's insight:

IMC is a process by which companies could use to communicate and sell a big idea. Companies need to look into the brand image, positioning of the big idea and so on but it is important that they make use of all the different media channels to deliver the message. This article highlights the importance of keeping the brand's core message across all media channels so that the customers are truly apart of the experience.


The main points from the video clip are really useful to understand the importance of looking at the big idea as a whole and what integrated advertising could do. I agree with what is said in the article when it mentions that consumers lose interest quickly, nowadays new products become a bore in a matter of time if it is not updated or creative enough and has a short life cycle. Companies need to look beyond the marketing message and think creatively in order to reach their target market. Selling the big idea across all media channels to reinforce the brands core message is the way to go.


Overall, integrating all media channels to promote a big idea is one of the best ways to sell it. Media channels that operate individually are not as effective as an integrated marketing communications as they are interdependent for ultimate success.


The videoclip attached in this article is worth watching!

shahd saif's comment, August 22, 2013 5:21 AM
This article is very similar to another one i read. i agree that intergreated advertising is very important in conveying the message of the brand. That sending the same message over and over again in different ways and different campaigns keeps the identity of the brand, and doesnt loose its message.
May Elizbeth 's comment, August 22, 2013 6:05 AM
"Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer" - simple and straightforward definition of IMC! very interesting article indeed Rachel!:)
Wenyu Liang's curator insight, May 4, 2014 7:22 PM

Not only communicate directly with customer is a kind of communication but also advertising, sending email are part of the offline communication with customers. By using IMC, business needs to expand their way of communication in order to build a steady relationship with customers. However, just because there are numerous ways to promote the brand, the idea the brand wants to delivery must be a consistent message. This article mentioned that the social media agency is able to communicate offline and different social media might enhance experience of the brand. However, brands need to innovate the media tools to attract more people. For example, coca-cola has advertising everywhere, like billboard, TV, movies, even MV. And it delivery a single big idea- enjoy. Coca-cola has its own website and it offend held sports` competition or do promotion in the supermarket. Therefore, it affect me since i was a little and i keep receiving its message everyday.  IMC needs to be adopted by every business as it can emphasis the message of a brand and increase the opportunity that the brand communicate with people. Only a brand is well-know, the long-run value will be increased. 

Rescooped by Trang Tran from IMC: Creative Strategy!

For consumer brands, April Fool's Day ain't no joke. | "Buy the Way ...

... blogs, news websites and podcasts were abuzz with this year's most outrageous April Fool's shenanigans and as a result of developing (creative) creative executions, often with a very high production value, many brands enjoyed a ...

Via Lauren-Elsa Grigor
Trang Tran's insight:

I really enjoyed reading this article as it was short and sweet. This article gives an excellent example of how companies and brands could exploit the free things in life to include in the marketing communications mix. During Christmas season or Mother's and Father's day, companies are always trying to promote things to cater for the occasion and get customers to talk about the brand and buy products. April Fool's day is a fun way to market a brand as humour is the number one to get people worked up about a brand. The social media is a vital aspect in the marketing mix that creates the fastest buzz and news sharing amongst customers and potential buyers. Brand awareness no longer is promoted through only traditional methods of marketing communications such as tv adverts, it is through social media where customers get engaged! Companies need to break away from thinking inside the box and get creative. Planning and developing creative strategies and tactics to engage customers will result in properous outcome for a brand

Manea Murray's comment, May 7, 2013 7:06 AM
April Fools Day has always been recognized for its fun pranks and humour. Now IMC has taken it to another level through social media by using creative tactics to engage consumers. I agree with Sha’s insight about how these tactics can help build brand identity. Sha makes a good point that taking pranks a step too far could cause customer decline because something that’s funny to one person may not be funny to someone else.
Eden's comment, May 10, 2013 1:06 AM
I agree with your last statement. Brands need to start thinking outside the box and get creative. Brands need to develop different ideas from already existing strategies so that consumers are more likely to be engaged.
Renee Spicer's comment, May 10, 2013 3:33 AM
I did not realise companies did things on april fools day. I say good on companies for being brave enough to take advantage of the day. as other companies take advantage of every other calender day with sales and promos. The comment how people want to ne amused they constantly check there news feed. This is true. Todays society, spare time or board people go on to there news feed to see whats going on. The other point is findiing something and sharing it with friends. Brands need to be outragous so their message will go viral.
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Writing A Great Social Media Marketing Plan

Writing A Great Social Media Marketing Plan | IMC Milestone 3, week 6-8 |

Today I received a great question – What are the keys to writing a great social media marketing plan? Of course, this question can be answered in countless ways. I thought I’d mix it up by providing my opinion on this topic.

Via Riaz Khan
MARTIN LEE's curator insight, September 26, 2013 12:37 AM

Social Media marketing plans are important because of the degree of people you reach. Of course though, the communications need to be centered on a theme or idea to hold any relevance. Internet is a large portion of media advertising and advantages include having an interactive relationship, having a flexible platform, and high user attention and detail. Obviously, getting the marketing plan right the first time is paramount. What should people consider though? The article suggests the three starting points should be setting goals, measuring results, and tracking performance. The article has an important statement, "a good marketing plan has a beginning and an end!". This creates vision, more importantly, it gives a reference point to review how you are tracking. Control is highly important when attempting to achieve goals. Social Media marketing plans are important because of the degree of people you reach. Of course though, the communications need to be centered on a theme or idea to hold any relevance. 

Kier Segui's comment, September 26, 2013 3:09 AM
Social media is the new channel of promotion for marketers. I agree with your statement saying that social media marketing plans are important due to the amount of people being reached. A social media plan must be well thought out and be relevant to the target market you want. As social media has many different types of people, and is easily accessible by anyone, it is important that the message you are trying to send out is appropriate in the event the a consumer outside of your target market is reached. This may cause bad reputation if not done correctly.
Calvin Romeo's comment, September 26, 2013 3:12 AM
Awesome article here Martin as I definitely do believe like so many other people out there that social media is currently and will be the future off all marketing irrespective to the size off the business, with reach playing an important factor. One off the main benefits I see with social media marketing is that company have the opportunity to reach customers all the way too their home and don’t require to make physical contact with users to make them aware off products and services. This article not only reinforces this fact but also provides numerous suggestions on how to achieve this.