Integrated Marketing Communications IMC tools
Integrated Marketing Communications (IMC) professionals are known for their broad knowledge base, commitment to accountability, proactive attitudes and their ability to “play well with others” across an organization. These are all important Knowledge, Skills and Abilities (KSAs) that form the foundation of an effective IMC professional.
No longer are successful companies developing marketing communications strategies within silos of “just advertising.” Similar to corporate America’s push toward vertical integration, a winning integrated strategy manages all tools, rather than only public relations or advertising. All internal and external touch points must be considered and leveraged to be successful at IMC and build deeper and more mutually beneficial relationships with important stakeholders.
Here are five other KSAs that are important for successful IMC professionals:
- Alignment of Organizational Goals: History has given us many examples of organizations that fail to communicate internally and then stall out externally. When goals are set within an organization without communicating them to other teams, everyone takes a very narrow view of their contribution to the overall success of the business. Taking a more integrated approach to internal and external communications promotes consistency, information/resource sharing and shared accountability for results. Today’s internal communications tools —email, social channels, collaborative software platforms, e-newsletters, etc. — can go a long way in focusing an organization on achieving the overall goals.
- Setting Measurable Objectives… at Each Step: There is always a lot at stake with an IMC plan. Regardless of how creative or “strategic” an IMC campaign is, a plan is only successful if it meets its objectives. And when you bring together the elements of public relations, advertising, direct marketing, sales promotion, etc. into one plan, writing measureable objectives for not only the overall campaign but also for each functional area becomes even more critical. What sets IMC professionals apart is a commitment to accountability and continuous measurement and evaluation. Make sure that each objective is specific, measurable, actionable, realistic and timely.
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I assume you have Mktng/Branding, eCommerce and Ad Agency expererience?
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