Digital Marketing includes various different marketing disciplines and tools that work towards achieving common business goals. Now that we’re in the digital age, businesses are investing more in digital marketing. They’re working on developing a good digital marketing and digital marketing strategy.
However, some people are still unsure as to how digital marketing can generate actual leads and sales. They believe it only goes as far as generating brand awareness and increasing the superficial position of the business. So, the question that we’re trying to answer is what is the role that digital marketing plays in an Integrated Marketing Strategy (IMC) of a brand. However, before that, we must learn what exactly is an IMC.
What Is Integrated Marketing Communications (IMC)?
Integrated Marketing Communication (IMC) is a strategy that takes all of the brand’s marketing departments and combines them with an interconnected approach. IMC takes all the channels like Social Media, digital, PR, or direct mail and merges them with a single message.
This is to ensure that all the platforms are delivering the same message to the consumers about the mission of the brand. IMC removes any inconsistencies and ensures that you’re sending the same signals through every platform. It helps in developing trust and values in the community. Above all, it helps in portraying a consistent that make your brand a success.
Now that we know what IMC is, we’ll focus on the role that digital marketing plays in an IMC.
Digital Marketing’s Role in IMC
Digital marketing is the process of selling and promoting the products or services by using the different types of online marketing tactics; such as social media marketing, search engine marketing, content marketing, email marketing, etc. When we look into IMC, we can observe that some of the components relate directly to Digital Marketing.
This is important to IMC because within different social media channels, you’ll be promoting your products and services differently. For instance, you’ll be promoting your services on Instagram in a way different from that of TikTok. On Instagram, it may be in the form of visual elements like images, infographics, etc. However, on TikTok it’ll most likely be in the form of a short video.
The main role of Digital Marketing in IMC is to ensure that the customers or users understand the purpose or mission of the business you’re promoting. For instance, you can observe the social networks of the Ministry of Health and the message they’re trying to spread about suggestions to avoid getting coronavirus. It is presented in short, effective, and consistent posts on all social media. The same information is presented in a different manner to attract the attention of the targeted audience.
In conclusion, whilst digital marketing is important to keep the brand message consistent across all digital channels, the business must do the same for offline channels as well. If the business is unable to do this, it may have several negative effects on the long-term success of the business. The customers should be able to get the same message across all platforms, be it offline or online.
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