What Is Integrated Marketing Communications？

Integrated marketing communications is known as Speak With One Voice, a monolithic strategy for marketing communications. Through the integration of content, marketing objectives, and other aspects through various marketing tools and methods, such as Instagram, Facebook & Youtube, and other channels, separate marketing campaigns are integrated into a whole to create synergy.

Why is IMC important?

In today’s era of information fragmentation target groups, decentralized communication diversification of consumer demand complex environment, the integration of all communication channels to break through the limitations of a single.

Successful integrated marketing campaigns examples

1. New York Times

An integrated marketing campaign debuted during the 2017 Academy Awards, featuring simple black text on a white background. Each sentence began with “The truth is” and flashed through contradictory statements (AMA, 2018), followed by an out-of-home and in-home push on the NBA game TV ad.

They used outdoor and digital campaigns to expose subscription numbers and new public perceptions of the NYT by contextualizing the campaign and public sentiment at the time.

2. Always #LikeAGirl

The Always creative team was attracted to the derogatory term “like a girl” and developed an integrated marketing campaign to transform it into an empowering phrase (AURORA University, 2017). They will disseminate it in the form of a documentary on television social media print and other channels. By addressing the social constraints that hold girls back, girls around the world are ensured to remain confident through adolescence and beyond. (ALWAYS, 2022)

The documentary has received 85 million views on Youtube in over 150 countries and territories, and the campaign has won D&AD awards in eight categories and generated considerable global awareness.

However, Sony’s advertising case brings different voices

Sony Playstation Portable

One example is Sony’s metaphorical adoption of the human form in 2006 to celebrate the release of the new PSP device.Brand marketing ideas used in the wrong place can bring about mass dissonance and condemnation. Although the racist PlayStation Portable campaign was quickly withdrawn, there is still a lot of talk about the failure of this marketing communication.

Final words

The right operation of integrated marketing communications can increase the interaction between the brand and consumers and goodwill so that consumers fully understand the value of the brand.

MKTG1415 Digital Marketing
JINGWEN ZHU
09/25/2022
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