Integrated Marketing Communications
Blakeman (2018) defines integrated marketing communication as an approach that seeks to create a seamless and unified brand experience for consumers across different channels. The Always Company used a combination of digital and website marketing with traditional marketing methods like PR. The video campaign which trended under the hashtag #likeagirl aimed to stir up a conversation of gender equality while promoting Always, a women’s hygiene‘s brand. Using the video was an effective way of achieving brand focus by uniquely telling the brand’s story and getting people to understand the struggles of women across the world. Additionally, the use of social media contributed to the social buzz that was required to make the campaign popular.
For Fashion Nova, the IMC encompassed promotional and communication tools such as events, influencers and direct response. Their events featured popular influencers around the world. The influencers created a social media buzz by showing off in fashion nova’s fashions and getting their followers to buy these fashions. Today, many organizations rely on the role of influencers to popularize their products. In a world run by technology and where most young people treasure their online presence, influencers have a way of helping people earn trust in some brands. The fashion nova company also engaged in regular deals made possible by email marketing. The latter is a communication tool that pulls consumers to products and helps them to engage more with it.
Importantly, IMC is the backbone of 21st-century marketing. Any organization that seeks to promote its brands cannot rely only on traditional marketing communication elements.
Reference
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.