Why Does Social Media Marketing Need IMC?

Why does SM marketing need IMC? Well, to answer that, what IMC is should be understood.

So, what even is IMC? Well, it stands for integrated marketing communication/s, which can be defined as a multidisciplinary field that amalgamates both traditional and more modern media practices such as digital and social media. So yes, IMC is encompassing and holistic in its marketing approach, yet is just as crucial to SM marketing as it is to traditional marketing.

(Wix Image Bank)

Good IMC requires a smooth omni-channel structure within a brand or campaign, ideally with an overarching theme to tie in the consistency and idea for better customer experience. Of course, some marketing will be almost solely online due the nature of particular products and services, but that does not take away from the use of IMC connectivity.

For instance, Gymshark (a brand I adore by the way) is a British fitness wear manufacturer and retailer that can only be bought online. They have amazing IMC. Their integrated marketing communications helped them become viral via their social networks. They have a website, but channel through Instagram, Pinterest, Facebook, email, Google Ads, Youtube, Tiktok and word of mouth. Their posts are professional, aesthetic and consistent across all platforms which is key. Their values of progression and vision is also apparent in their advertising throughout their social network presence too.

(Wix GIF Bank)

So, how do I create an amazing IMC? Like any marketing, you have to know who your audience is, on a demographic and psycho-graphical level. Once this is identified, implement the best methods of communication (strategic communication comes into play). For instance, Tiktok’s target market and demographic is teenagers to young adults. Thus, Youtube and Instagram (and now less so Facebook) which is also popularly used by the same demographic will have Tiktok content featured there.

(Unsplash Images)

What social media marketing also needs in IMC is campaign tracking and syncing (making sure monitoring and strategic techniques are utilized) as well as integrated messaging. So, links, coupons, subscriptions and feedback messaging and emails need to be professional, working and cohesive with the audience in mind! Listening and implementing customer wants yet holding engagement, ease and ample exposure is the way to go. Just always incorporate the relevant lines of communication to both brand and client.

To be meta, here is a Wix email about a 50% off promotion I received since it knows I am on freemium haha. Sorry Wix, you are great but no. At least not yet. Great social network IMC though.

(Screenshot by Anna Gelagin, 2021)

Anyway, I hope you found this just as interesting and useful as I did! To all my fellow social media marketers in particular, good luck with any IMC strategies!