IMC x Social Media

As we all know, in this fast-paced digitally advanced environment, social media are crucial platforms to give marketers a voice to communicate with customers and potential consumers. Hence, to keep up with the fast-moving technology and to make it successful in receiving positive for your brand, a well thought IMC strategy is what every businesses are pursuing right now. 

But what exactly is IMC & how does social media play a role in the process?

IMC (Integrated Marketing Communications) is a process of planning, executing, and monitoring the brand messages that create customer relationships (source). 

IMC strategy is made up of communication channels such as social media, tv advertisements, newspaper etc. 

With the combined efforts of these promotional tools, will give the audience a clearer picture of the brand's image and message. 

To keep in mind that the business and brand messages have to be consistent, compelling and clear. Any types of contradicting messages would harm to the business's marketing effort, causing it to be less effective and efficient. 

For today's post, we'll mainly focus on Social Media as the marketing tool for the marketing communication to be introduced and what's the roles within the process of planning an IMC strategy?

-

With the fast growing demographic on social media platforms, creating an online presence is vital and commercially viable for many businesses. And if the businesses use it effectively, this marketing channel - social media can present them endless of possibilities to reach the target audience. Traditionally, non-digital marketing platforms may influence a handful of people however for social media, they now have the ability to influence thousands to even million of potential consumers at anytime. 

I'll like to share the 3 reasons why Social Media might be one of the best fit in the IMC strategy now: 

1. Social media enforces brand authenticity. 

These days, with the rise of technology, consumers are smarter and more powerful to seek for informations online. Expectation are raised from the companies that they hand their hard-earned money over. As compared to traditional marketing platforms, consumers now have followers count, bloggers, likes etc to further highlight the brand authenticity and perception that the company may wish to convey. 

Furthermore, more social media services are open to reviews and participation which will garners the highest trust especially if it's from our family/friends. Authenticity is one of the core component in forming an effective IMC campaign.

2. Social media has the ability to go viral. 

As compared to traditional marketing platform, digital platforms like social media allows the companies to interact and engage with their consumers, moving further, it also connect consumers to consumers as well. Likes, comments and shares all have the ability to spread the companies's message like an epidemic - viral marketing. 

However, this can either go right or go wrong. Thus, it's important to plan the strategy carefully and make sure the message is clear and consistent throughout all channels and complement the companies's portrayed image as well. 

3. Social Media provide direct engagements. 

It's fact that social media can make sure the companies to engage with potential/current consumers, business partner, and anybody directly. This is something that's traditional media may not be able to do so. And what do we mean by 'directly'? It can be communicating with consumers via comments, chatbot and also, receiving feedback and likes from the consumers. All about creating real dialogue.  

-

Though, social media may be one of the leading marketing platforms in creating an IMC strategy, we should never ignore the fact that it should always be backed up by traditional forms as well. It's always better to reinforce different types of promotional tools. 

Let me know your thoughts on IMC! How do you think social media has affected IMC or do you think other promotional tools is better together? :) Comment below thank you :)