It can be in the form of print, website or even social media, fusing both traditional and digital marketing to achieve effectiveness!
It is important that businesses learn to adopt Integrated Marketing Communication (IMC) to penetrate into the market effectively! Digital Campaign would be effectively implemented only when all four 4(Cs) IMC elements are present – Coherence, Consistency, Continuity and Complementary!
- Coherence: Messages must be logically connected across all channels.
- Consistency: Communication across channels must support and reinforce the primary message.
- Continuity: The primary message should be connected through time.
- Complementary: Messages should be better together.
Here is an example of how a business adopt IMC successfully!
Shopee is a Singaporean e-commerce platform and was first launched in Singapore in 2015, and since expanded its reach to Malaysia, Thailand, Taiwan, Indonesia, Vietnam, the Philippines, and Brazil. It serves users in Southeast Asia to buy and sell products online!
I am sure most of you have heard of Shopee’s 9.9, 10.10, 11.11 and 12.12 sales!
The one that caused the most hype and hoo-ha! would be Shopee 9.9 Super Shopping Day and YES they hired the famous soccer player – CRISTIANO RONALDO as the brand’s ambassador!
Shopee has lined up a series of events weeks before the campaign actually takes place. There are 9 highlights on this campaign and these highlights include: games, flash deals, promo codes, giveaways, discussions to win prizes, partnerships with official retailers and many more!
Several IMC tools were utilised here!
Not only that, the advertisement went viral and gained 1.6 million views on Youtube! With that, Shopee ultimately increased their brand awareness.
This is how Shopee create a successful IMC campaign:
Step 1: Have a clear understanding of who your target audience is.
Shopee’s target audience are people who is tech-savvy and looking for cheaper deals online. They have achieved it through the use of promotions to entice consumers.
Step 3: Have a consistent look
Shopee’s logo is orange and most of their background, dashboard, images are in orange.
Step 4: Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels.
Shopee created a clear and consistent content that can be easily adopted across all media. The message is clear on the sale, and all their advertising are consistent with orange through all platforms.
Step 5: Track your campaigns
Seeing how successful this digital campaign went, Shopee continued and went on to collaborate with Filipino professional boxer, Manny Pacquiao and South Korean girl group, BlackPink on campaigns such as Shopee 11.11 Christmas Sale and Shopee 12.12 Birthday Sale!
In short, IMC is one of the most powerful tool to compete with competitors and remain sustainable if you understand your market position and the message that you want to drive across with clarity!