Why digital marketing is a critical IMC effort in the customer journey?
Digital marketing is a crucial IMC effort in the customer journey because digital marketing is everywhere. It is the main way people receive information, stay in touch with brands, and connect with people and brands across the world. Print ads do not hold the same value as they used to unless it has been thoroughly researched that the targeted audience reacts better to print ads than digital marketing.
With the help of social media, digital marketing has become a new beast of its own. Facebook, Instagram, Twitter, Pinterest, and Snapchat (just to name a few), email marketing, and mobile apps has transformed how the customer reacts to a product or service in which they want. It plays a critical role in how they do their shopping, what they purchase, and their loyalty to the brand as well as repeat business.
When incorporating IMC into digital marketing you are ensuring that all forms of communication are carefully linked together, allowing the customer journey to be strategically monitored and present a similar tone and style throughout all marketing communications to reinforce the brand’s core message.
A great example of a brand using IMC is Southwest Airlines Transfarency. Southwest Airlines has launched an integrated marketing campaign called “Transfarency.” The airline uses television, radio, print and digital assets to demonstrate how customers will pay for things like checked bags, flight changes and snacks and drinks.
The airline has a microsite (Links to an external site.) for its Transfarency campaign that showcases the value customers will receive by choosing Southwest over other airlines. It includes several sections of informational and fun content.
- A #FeesDontFly comparison of Southwest and other airlines like American, United, Spirit, Delta and more.
- A “Fee or Fake” game that tests customers’ knowledge of surprising fees they will encounter with other airlines.
- A “Dear Southwest” Mad Libs-style letter that boasts Southwest’s status as the only U.S. airline that doesn’t charge checked bag or change fees.
- A “Fee Hacker” section that parodies how customers can avoid fees with other airlines.
The use of IMC in Southwest’s advertising created a buzz amongst multiple platforms to get their message across to their audience and successfully linking all forms of communication together to relay a focused, targeted message.