INTEGRATED MARKETING - IMC

Communications campaigns take the form of many different media channels, from traditional media selection such as out of home media (billboards, street furniture, transit advertising), TV, Radio, Print and Word of mouth advertising. To incorporate non traditional media selection which includes online social platforms (facebook, twitter, instagram) as well as email marketing, Public relations, Influencer marketing. A strategy that ensures all media platforms used within a communications campaign are seamlessly align and all conveying the one message is defined as an integrated marketing communication campaign (IMC)  and this strategy creates a great deal of value for consumers and the brand  as the coherent message that may have been missed by a consumer at one touch point, can be reached or retargeted at another touchpoint. 

To ensure you are effectively creating an integrated marketing communications campaign, these four elements need to satisfied:

Coherence - Ensure your range of  communications are connecting with each others logically 

Consistency - The one message is being conveyed consistently throughout all platforms and are not contradicting one message from the other

Continuity - The same message is consistently portrayed through an extended period of time to become a message of the brand 

Complimentary - Creates synergy, the campaign can be perceived as a whole 

When you are planning an integrated marketing communication campaign, it is very important that you have the consumer and their journey front of mind at all times, and base your campaign around your consumers. Creating communications should be strategic and therefore it needs to resonate with the consumers on a personal level as well as on the touchpoints they use the most to ensure maximum reach and engagement. 

Customer Journey, Smart Insights

GoPro has excelled with their integrated marketing communications approach to create maximum value for their consumers

GoPro is an American technology company founded by sports enthusiast Nick Woodman in 2002, that has created sports cameras and filming equipment that has reached consumers globally in more than 100 countries. GoPro conveys one message that is based solely around user generated marketing and creating their communications around encouraging consumers to share their experiences with GoPro. 

“GoPro frees people to celebrate the moment, inspiring others to do the same. From cameras to apps and accessories, everything we do is geared to help you capture life as you live it, share the experience and pass on the stroke. We believe that sharing our experiences makes them more meaningful and way more fun” - GoPro 2020

Currently Gopro are resonating with consumers at home in isolation by creating shareable content and encouraging other to share their content with the hashtags #homepro and #stayhome, this is seamless throughout all social platforms they are currently operating on which is facebook, instagram, youtube, pinterest, twitter. This creates balanced reciprocity for GoPros consumers as their experience and talents are getting featured on the global businesses touchpoints to contribute to the overall message of the brand. 

Featured are a series of images that are snapshots of GoPros social media accounts which as noticed, all portray the same seamless message. 

GoPro website, 2020

GoPro Twitter, 2020

GoPro Youtube, 2020

GoPro Instagram, 2020

GoPro Facebook, 2020

GoPro have successfully implemented user generated marketing by sharing consumers videos taken on the GoPro cameras and equipment, not only has this made a killer integrated marketing campaign throughout all platforms creating a seamless and continuous message. But it has also created an online community, where existing customers and potential customers can gain an extensive amount of value by watching and learning from the true experiences GoPros customers have created.