The Social Observer

The Social Media Marketing Blog by SNHU Students

Intermingling & Commingling: The Importance of IMC for Small Businesses

Traditional advertising methods still exist in today’s digital-driven world. You and your #smallbusiness may need to integrate new means of marketing. Implementing an integrated marketing communication (IMC) plan or strategy into your business’s marketing strategy will help keep your branding and message consistent.

IMC, Integrated

ADD your way to #integration with Advertising, Direct Mail, Digital & Social Media.

Advertising –  Traditional advertising means have not completely faded out, and your business can still reach your customers by utilizing billboards, newspaper and television ads. Establishing trust with your customers is important. Research shows that 8 in 10 customers trust print advertising and television advertising. It also shows it influenced their decision-making process.

Direct Mail – Direct mail is not dead. Implementing direct mail into your marketing strategy for your small business is an excellent way to build a relationship with your target audience. This allows for personalization and reminds them of who you are and what product/service you are offering. Having a single purpose or call to action (CTA) for the direct mail piece is crucial.  It will get the recipient to buy or use your product, drive traffic to your website.

Digital – Nontraditional means of marketing have emerged, and you can reach your customers through digital channels. Nontraditional channels include search engine marketing (SEM) and search engine optimization (SEO). Also,  paid search, content marketing, and mobile marketing have changed the way businesses are communicating with their customers. Customization, personalization, tailoring, and content is king to connect with your customers. Establishing goals and objectives will help you determine which digital channels you can integrate into your strategy.

Social Media – Having a presence on social media is crucial for your small business to be successful. Also, your customers want to be able to know who the owner of the business is. Company history and the backstory of your business are also important to them. Listening to your customers will determine what social platform (Facebook, Twitter, Instagram, etc.) you need to be present on to reach and engage with them.

Recap – The Importance of IMC

IMC has been proven to be more effective, increase efficiency, increase morale, and overall helps to build trust between your business and your customer. Furthermore, the consumer insight survey showing that 72% of consumers want an integrated marketing approach, integrate to improve your small business efforts!


Category: Social Media Marketing 201