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Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | IMC Articles 3 |

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.

Gavin Lionheart's insight:

This article talks about the whole idea of Integrated Marketing and speaking of it as One Big Idea. As integrated marketing is about spreading your idea through large amount of media channels as possible to promote ideas, advertisements ect. It all revolves about launching your brand the best way you can. In order to integrate a market you must consider your options and ways to market your brand. While integrating advertisement your ads will value the customer and allow them to take part in an experience of acknowledging your brand. By showing visuals will enhance the experience.


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. 

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5 Compelling Reasons To Launch B2B Mobile Landing Pages Now

5 Compelling Reasons To Launch B2B Mobile Landing Pages Now | IMC Articles 3 |
Gavin Lionheart's insight:

This article talks about mobile devices becomming a B2B market. It is clear that businesses around the world work around with mobile devices with a high population of business people using smartphones. Smartphone companies such as Apple and Samsung are the 2 highest competitors in the smart phone industry, it does not suprise me that it is becomming a B2B business. Research shows that smartphones sales have increased by 63% and computer sales are only up 15%, which goes to show everyone is starting to use smartphones.

Kasem Tanom's comment, May 7, 2013 1:47 AM
Yes i agree mobile devices is becoming a B2B market and firms are taking advantage of the increase in smartphone consumption and therefore considering mobile landing pages as part of their greater B2B marketing strategy which can give firms an edge over their competition. This article is an example of how B2B mobile landing pages can be an affective IMC strategy for firms to use.
Lance Holland's comment, May 7, 2013 3:35 AM
It is good to see that businesses are taking advantage in the leaps in technology and how it impacts on how consumers make purchase decisions. I can see how mobiles would be effecting B2B sales and it is going o have a huge effect on older IMC models that place more emphasis on older technologies.
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Integrated Campaigns Increases Email Marketing Conversation Rates !! [Report]

Integrated Campaigns Increases Email Marketing Conversation Rates !! [Report] | IMC Articles 3 |

Marketers considered Email and social media marketing as most effectual  customer engagement channels. It is just like we say some things just go better  together. That’s why integration of social media with email marketing sees hike this year. To add, SMS  integration with social media and email marketing too can do wonders. This can  give your customers the ability to spread your messages on their own terms.


Also, marketers believe that this year about 50% of the customers will view  the email marketing messages on their mobile,  but unfortunately only 40% of the marketers are ready for the mobile  marketing strategy. Its also said that consumers who receive brand  updates/offers on email (42%) show more interest to purchase than those who  receive in SMS (33%).

Read more:

Gavin Lionheart's insight:

This article talks about emailing as an effective social media market, therefore I agree as this electronic transmission is extremely effective. Emailing is used everyday in any business and can be accessed anywhere with the presence of a computer and internet. Even smart phones today have access to email, which makes it a primary option, emailing can be formal and informal due to who you are emailing to. It can be formally writen or even casual. A research mentioned in the article that 49.20% showed email being effective to marketing communication.

Lance Holland's comment, May 7, 2013 3:42 AM
many current marketing campaigns these days downplay the effectiveness of email marketing because on its own it is vastly ineffective. I found it fascinating that modern marketing using integrative communications has found a revitalisation of the email channels. It is great that marketers can continue to use emails as a way to create and sustain marketing conversations using integrative campaigns which reinforces the importance of having an integrative and coordinated campaign
leezak's comment, May 8, 2013 7:15 PM
Really good comments from you all, I guess the whole judgmental and bias response I shared above was not necessary the message I should have taken from this article and the way you have interpreted it gives me a different insight. As technology advances the use of different mediums will be vital to ensure the brand or message is conveyed correctly, smart phones have opened a new world of communicating and social media sites have extended that by creating easy access, continuous updates and live feeds. But I still feel emails are an effective daily tool to communicate.
Victoria Hansell's comment, May 8, 2013 8:51 PM
I read in another article that consumers have about 10 (on average) favourite sites that they engage with on a regular basis. Checking their email account and social media sites rated the top two of the list, and more people check these sites first thing in the morning before they go to work and last thing at night before they go to bed, as well as in lunch breaks and during the evening while they're doing other activities. This is why digital marketing is so effective through these two channels. People using their mobiles to check these sites is not surprising as people are always on the go all the time. The key thing too is that companies need to ensure their websites are fully mobile optimised, so that people can access it anywhere at anytime. Personally though, I get a lot of emails from companies selling or promoting something - and I generally don't have the time to read these - there's too many flooding my inbox! I also don't particularly like companies trying to sell products through social media sites - this is starting to happen but is not widespread yet. When I look on social media sites - its for social activities. Nivea recently got into strife as they posted their brand label in the middle of an ANZAC poppy on a social media site - which consumers thought was poor taste - and I agree! Their PR management said that it was Nivea's way of supporting ANZAC and have since apologised. That's one thing to watch out for - social media sites can report positive or negative PR in real time, having immediate and sometimes long lasting impacts on the company and its brand reputation.