How to Create an Effective Integrated Marketing Communications Strategy

Part of building a brand means standing out, differentiating yourself from competitors. It might be tempting to jump on the latest marketing trend, but it may not fit your brand or make you look like a follower, not a leader. An Integrated Marketing Communications (IMC) strategy can help. Customized to meet unique campaign goals, an IMC strategy outlines core messaging, showcases your competitive advantage, fits your target audience, and is tailored for specific channels. Doing so helps ensure consistent messaging, regardless of channel.

No matter how big or small your brand may be, having an IMC strategy can make the difference between being perceived as a leader or follower. How can you create an effective IMC strategy that builds brand awareness and delivers results?

The first step toward developing a strategy requires you identify and understand your target audience – who they are, their behaviors, preferences, and buying tendencies. Consider a target audience that is broad enough to provide focus, but not so specific that it limits your potential. Use research and consumer insights to better understand the audience. Take advantage of surveys, interviews, and focus groups to help capture behaviors and opinions. What you learn will help you decide channels and craft messaging appropriate to the defined audience. Knowing and understanding who you’re targeting will help guide your path to success.

As a brand, you need to know where you stand in the market and in the eyes of your target audience. You can do this with a SWOT analysis. Put yourself in the shoes of your target audience to identify and evaluate your strengths, weaknesses, opportunities, and threats. Think hard about where your product or service really shines. Consider conducting a SWOT analysis on the competition as well. Doing both will help you identify more clearly what sets you apart and gives you a competitive edge.

Once you’ve decided campaign goals, defined target audience, and decided exactly what you want to promote, it’s time to get creative. Before developing any big ideas, think about everything you already know or have learned about your audience, their behaviors, and preferences. Think about what distinguishes you from competitors. Discuss all as a team and brainstorm. Don’t hold back – put every idea on the table. Great ideas come from digging deep. Think about how to communicate the same message across different channels. While brainstorming, ask yourself: Do our ideas appeal to our target audience? Do they fit in with what we’ve learned and what we are trying to achieve? Are they hard for a competitor to duplicate? Being different means being bold, so don’t be afraid to be adventurous and try new things.

Once you’ve defined your strategy and messaging and/or creative is ready to go, it’s time to execute your Integrated Marketing Communications strategy. Whether it’s website visits, sales leads, or other, you also need to measure impact. Use that data to make adjustments and keep in mind that a strong IMC strategy is always evolving. Modifying your approach to improve performance is a necessary part of the process and the best way to ensure success.

Jumping on marketing trends is a short-term effort with short-term results. Consumers love brands with new ideas that speak to them in a way that means something to them. Get to know your audience, competitors, and yourself and create a strategy that fits your brand and drives the results you are looking for. With an IMC strategy in place, find joy in building a strong brand that stands apart from competitors and positions you as a leader.

GOODWILL OF THE GREAT PLAINS
GOODWILL OF THE GREAT PLAINS
CHIEF ADMINISTRATIVE OFFICER
Read More
I’ve worked with Tony Olson & Liz Roscovius and the team at D2 WorldWide in North Sioux for 10 years. Their knowledge is dynamic, service is excellent, and communication is very good! They’ve been a valuable partnership for us!
LINGUATECH INTERNATIONAL
LINGUATECH INTERNATIONAL
OWNER
Read More
Our collaboration with D2 spans 15+ years. Liz and her team are amazing to work with – professional, responsive, resourceful, accommodating, honest, and courteous. We used their copy editing and proofreading expertise and were impressed by their thoroughness. D2’s multifaceted team is a great asset.
ELEMENT ELECTRONICS
ELEMENT ELECTRONICS
ASSOCIATE PRODUCT MANAGER
Read More
Thank you for working around our short notice request and pulling through on time. It is greatly appreciated by everyone on the team.
SWEET SPOT AMERICA
SWEET SPOT AMERICA
OWNER/REAL ESTATE DEVELOPER
Read More
Absolutely fantastic. I cannot thank you and your team enough. A truly excellent job.
CANDOR HEALTH PRODUCTS
CANDOR HEALTH PRODUCTS
OWNER
Read More
Working with D2 Worldwide provided the level of professionalism needed for the holder to be a very desirable product.
PC MATIC
PC MATIC
PRESIDENT, ADMINISTRATION
Read More
PC Matic has been working with D2 for more than 5 years. D2 has not only helped us get that very first patent, they’ve helped us develop an entire patent portfolio. D2’s patent agent / engineer tag team approach allows them to listen to and understand our developers. D2 works like they are a part of PC Matic. We love the relationship we have built with D2 over the years
Previous
Next

Copyright © 2023 D2 Worldwide All Rights Reserved.

Skip to content