Is IMC the key to success?

If you're looking to communicate a brands message to a larger audience Integrated Marketing Communication (IMC) is the key to success. The number of channels for posting, disrupting and promoting news has grown, giving communicators and marketers the opportunity to capture target audiences across multiple platforms and ensure consistency during a campaign.

What is IMC?

An integrated marketing communications strategy is the marriage of public relations, marketing and advertising. It is a strategy that integrates all communication/promotional tools to communicate a consistent message so that they a campaign is delivered harmoniously.

A range of tools can be used as part of an IMC strategy

Integrated marketing communications plans are one of the easiest and most effective ways to upgrade your communications strategies. With the right plan in place, you can simplify your campaigns, while improving their ability to make a real impact on your target audience.

When devising a IMC strategy it's important to remember the four "C's" devised by David Pickton, and Amanda Broderick, they are;

1. Complementary: synergistic, sum of parts is greater than the whole

2. Continuity: communications are connected and consistent through time

3. Consistency: multiple messages support and reinforce, and are not contradictory

4. Coherence: different communications are logically connected

The Martian and IMC

Before Riddley Scotts's 'The Martian' (2015) was released in cinemas and became a box office hit, a viral marketing campaign was developed and aimed at shedding more light on the characters and world of the movie’s creation.

Released on YouTube, prologue videos gave audiences the opportunity to familiarise them with the story, actors and cool sets. The films cast and crew were invited to various events around the world to promote the film. Potential audiences could enter competitions online to win prizes relating to the film. A popular soundtrack and The Martian Official Game with the goal of saving Damon’s Mark Watney, and Microsoft’s Hack Mars contest, also upped the profile. Social media hashtags like #themartian, #journeytomars, #yearinspace, #potatochallenge and #bringhimhome drew comments from all over the world. Fox marketers even held a cooking competition in Japan to promote the film.

The goal was to make sure the science in the film was understood, appreciated and promoted throughout their marketing campaign. It's messages over multiple different channels made sure that the film was a success come box office release.

How successful do you think IMC is for marketing communications? Comment below.