Integrated Marketing Communications (HALF DAY, ONE DAY)
Studies including ANA sponsored papers, show that the single biggest barrier to the development of successful Integrated Marketing Communications (IMC) strategies are cultures in organizations that don't tolerate inter-departmental communication and information sharing, or the development of plans that require a shared common objective. Despite the fact that the communications tools at a marketer's disposal work better if managed together in harmony rather than in isolation. Their sum is greater than their parts - providing they speak consistently with one voice all the time, every time. So while integrated marketing is more essential than ever because the power has shifted from the marketer to the consumer, marketers are still struggling with entrenched, parochial structures that inhibit these efforts from achieving their enormous promise.
Interestingly IMC is embraced by marketers, 74% of whom now employ IMC campaigns for most of their brands, the existence of functional silos and the lack of strategic consistency across communications disciplines are regularly cited as the key barriers to implementing IMC campaigns. Study respondents also point to their agencies; some identify them as IMC barriers while others see agencies as champions of change.
Bottom line: integrated marketing communications is the number one concern of senior marketers and communications professionals. There is real demand to understand how to connect with today's multi-tasking consumer using a multimedia approach. Forward-thinking professionals incorporate a customer-centric, data-driven, integrated marketing approach. In this workshop you will learn to create marketing communications strategies and tactics that engage and connect brands and consumers with stakeholders. You will also gain a perspective of the real-world challenges when developing a fully integrated marketing communications plan and appreciate why an IMC plan isn't measured by the number and complexity of the vehicles deployed but rather the ability of the plan to reach customers at every step of the purchasing process.
This course will help you develop two essential skills: the knowledge and tools to develop an effective integrated strategy and the leadership style needed to break through organizational barriers and silos to execute the strategy flawlessly.
Who is this Course For?
Individuals responsible for managing marketing communication; those who are or will become decision makers concerned with consumer/customer communications including: advertising, public relations, promotions, Internet, marketing, media and client organizations. Those who want to learn to generate effective message and touchpoint integration.
- Learn a process for developing effective IMC strategies.
- Discover the simple planning tools to execute the strategy quickly, collaboratively and imaginatively.
- Understand key mistakes that can cause a poorly executed integrated strategy.
- Appreciate the role of touchpoints at different phases of the purchasing process.
- Learn how to overlay the purchase process map with the touchpoint analysis.
- Apply clear facilitation tools to align communications channels with touchpoints.
- Learn best practices from other successful IMC programs.
- Overcome the internal and external barriers that impede effective implementation of an IMC program.
- Know how to engage key constituents critical to the successful implementation of your IMC strategy.
- Create and manage cross-functional teams through all phases of the integrated marketing program.