Channeling Your Inner IMC

What is IMC?

In my own words, integrated marketing communications (IMC) is mixed strategic communication efforts meant to build meaningful and lasting relationships with customers.  Companies use IMC strategies to ensure a single message is consistent across all marketing channels that reach all audiences.  The problem is the assumption that each audience should hear the same message.  Instead, a different message should be crafted for each audience and then the appropriate channel to reach that audience should be chosen.

Artist by Verprikov

Concept art by Verprikov on DevianArt.com

Why should you care?

Think of your own personal IMC program on a smaller scale.  By integrating your existing social media portals, you can reach a larger audience.  Social media is a HUGE advantage when producing strategic communications online.  If you’re already established online via Facebook, Twitter, LinkedIn and etc, then this process will be easier.  If you’re new to social media, it may take some time to grow a network.

Beginning your IMC program

Most of us don’t have access to a multi-million dollar budget so we’ll rely on free online resources.  The tools available online are our best bet at reaching an audience with a message about our product (artwork) or service and integrating that message throughout our online channels (Facebook, Twitter, etc.)  Below is a list of social media and digital marketing tips found Jay Baer’s blog.

  • Build credibility before you sell via social media
  • Clean up your landing pages (aka profile/home pages)
  • Create an open forum and ask for feedback (this helps build relationships)
  • Engage in other online communities to establish yourself
  • Offer valuable information your audience will appreciate
  • Avoid too much self-promotion
  • Demonstrate passion across all platforms

    by Krazyy1 at DeviantArt.com

    Still Life photo of a science beaker

Measuring Success

Believe it or not, there are free internet tools to help measure success!!  Some calculate how many unique (or new first-time site viewers) visitors to a blog, how long a visitor spends on a web site or on a specific page of a website and there are even tools that illustrate the amount of traffic from one of your platforms to another (how many people find the link to your online art gallery on your Facebook page and click through to it).  Below is a list of online measurement tools that I’ve used to track my own blog success.

  • Technorati– a blog search engine and directory that tracks the authority and influence of blogs
  • Google Analytics– illustrates how people find websites, how they spend time on them and how to enhance their experience
  • Google Adwords– identifies most searched and  most relevant keywords that allow search engines to find your sites
  • Crazy Egg–  provides visual data about your web site visitors
  • Google Alerts– collects all online articles mentioning your chosen keywords, it’s a way to monitor buzz
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About BrittniBizarro

I'm a glitter-gluing, weight-lifting, cupcake-loving tomboy who enjoys romantic comedies, zombie video games, and pretty shoes. I'm a public relations grad student with high hopes and shallow pockets. May the force be with me. View all posts by BrittniBizarro

2 responses to “Channeling Your Inner IMC

  • Courtney Merrin

    I also think that Facebook and other media can help draw in the younger crowd, and create an interactive setting for audiences. Tumblr is also a very good free website which allows you to post pictures, quotes, blogs, etc., and you can see them all on one page instead of clicking around.

  • DyneOh

    Thanks for the extra SM tools, Courtney! Sites like Tumblr and Flickr are great for artists who want to brand themselves and share their work.

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