By: Johana M. Caba, M.A.
Integrated Marketing Communication or IMC is a multi-pronged process and philosophy that small business owners need to understand. The main IMC philosophy maintains that your target customer will receive messages from multiple channels including social media such as Instagram, Facebook and Twitter, and traditional media such as newspapers, television and radio.
A part of marketing communication, advertising and public relations is to understand your target customer and the buyer's journey. We come up with different customer personas to try to understand at which part of the buyer's journey our customer will be most engaged. This will help us understand what we need to do in order to lead that potential customer to perform the action we want them to take, for example purchasing a product or booking an appointment.
In IMC we understand that the potential customer will have many different avenues of accessing our content. We cannot just rely on one form of media to reach that potential customer. We need to focus on a multi-pronged process that gets our content to our potential customers through various platforms. For example, we want to post on Twitter, Facebook, Instagram, Pinterest and maybe even LinkedIn depending on your target audience, but also have our content on other platforms such as print, television or radio.
As a small business, you can't always focus on every single avenue that your customer will interact with your content. For small businesses, marketing budgets are a lot lower. Therefore, we need to be smart and focus our resources on the avenues that will turn our potential customers into paying customers. Purchase my downloadable IMC Guide for Small Businesses below!
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