13.4 Determining IMC Objectives and Approach
Learning Objectives
- Discuss the AIDA model and the role of marketing communications to help move contacts toward a purchasing decision.
- Describe push vs. pull marketing strategies
- Explain the S.M.A.R.T. model for developing IMC goals and objectives
- Discuss the process of selecting marketing communication methods and tactics to fit the target audience and marketing objectives
- Explain factors to consider when selecting marketing communication methods to execute the strategy
It’s clear that with the growing proliferation of communication tools and methods, integrated marketing communications are the way of the future—and now. Seemingly every day brings a new social media tool or digital marketing technique to engage people in new ways. Traditional marketing communications methods and media are also stepping up their games, offering new ways to create value for companies trying to connect with their target audiences. For example, old-school conferences and trade shows now feature active mobile and social media elements that have been incorporated into their design. TV shows can sell ad space and sponsorship on air, online, and on social media feeds. Radio programs publish their podcast counterparts, complete with ads and sponsors.
For marketers, all this is great news: plenty of choices and ample opportunity to connect with customers in new ways.
But is it great news? The variety of marketing communication methods and tools can be overwhelming. How do you even get started designing an IMC program? And once you have picked an approach, how do you know you’re on the right track?
These are big questions marketers ask themselves regularly. Because marketing is a constantly evolving field, the right answer on one day might be different six months later. However, there are time-tested models that can help you apply a systematic approach to defining what you want to accomplish with IMC and how to select an approach that is best suited to your objectives.
Learning Activities
- Reading: Determining IMC Objectives and Approach
- Video: Prioritizing Marketing Communications