7 disc

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Integrated Marketing Communications (IMC)
There are various steps that marketers must follow to conduct a successful IMC campaign. The first one entails having a clear understanding of the target audience; this is necessary as it helps in deciding the most appropriate platform to use to reach as many potential customers as possible. When selecting the communication channel which is the next step, it is important to note that choosing the right channel is more effective than using all the available platforms at the same time, advertising is expensive and might affect profits. The next step is ensuring that the product or service has a consistent look which goes beyond the logo. It entails factors such as the design, style, color, and font. The marketer then has to create advertisement content that is suited to the chosen platform of marketing. The message communicated should be integrated, that is, it should be set up to drive traffic to the ultimate target such as directing the audience to the company’s website (Schiff n.p.). The last step entails making sure that all the teams are working in sync so that no one is left behind. It is also essential to track the campaign to monitor progress.
The use of IMC plays a vital role in the current service and the retail landscape. For example, if a person looks for particular information or shares the materials on social media platforms, the advertisement directed towards the person relates to the contents searched or shared.

This is referred to as target advertising and is very efficient since potential customers are offered suggestions based on products and services they might be interested in, and therefore there is an increased probability of the individual buying the item or the service advertised.

Works Cited
Schiff, Jennifer L. “7 ways to create a successful integrated marketing campaign.” CIO (2014): N.p., Web. 3 Oct. 2018.