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Strategy
Branding
Above
Below
Digital
PR
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Don’t talk IMC, do it
Most marketers strongly endorse the concept of Integrated Marketing Communications, yet few actually practice it. The reason? It’s easier said than done. Here are some tools to help you achieve IMC.
There are two ways to manage most operations,
1. Manage output controls
Evaluate the result of programs such as awareness studies, tracking studies and sales.
2. Manage process controls
Evaluate how programs are developed. Financial audits, time and motion studies and corporate communication audits are examples. Up to now, however, process controls have seldom been used in managing marketing communications and are important to maximise an IMC campaign.
This audit includes,
_An analysis of the communication network used
_Identification and prioritization of key stakeholder groups
_Evaluation of customer databases
_A content analysis of all messages used within the last year
_An assessment of marketing team, and key agency managers’ knowledge of and attitude toward IMC.
One of the most important benefits of the IMC audit is providing management with objective information to provide more effective leadership in overall corporate communications. It also alerts employees to a broader perspective of marketing communications and gives them an opportunity to think about what they are doing and why they're doing it (or not doing it).
The G&G insight
Organisations who invest in an IMC audit send a message to marketing teams and their agencies that their roles are important. It also sends the message that the organisations believes in, and wants, an integrated marketing communications process to build stronger brands and customer relationships. |
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