An integrated marketing communication plan takes a look at all of the available communication options that are likely to reach and connect with a target audience and determines which methods, in what combination, will be most likely to achieve the desired results. The steps in developing this plan involve: establishing a clear goal and measurable objectives, understanding the target audience and their needs and preferences, evaluating the pros/cons of various communication options, and identifying and implementing communication tactics.
Establishing a Clear Goal and Measurable Objectives
The first step in developing an integrated marketing communication plan is defining your goal and related objectives. A goal is a broad statement of some desired end point -- "become the market share leader in our primary market area," for instance. Objectives relate to the goal and provide more specificity in terms of measurable outcomes within a defined time frame. For instance: "Increase market share by 25 percent among women age 25 to 55 in (specific geographic areas) by the end of the year." The goal and objectives provide the framework and direction for your subsequent communication activities.
Understanding the Target Audience
Your goal and objectives will give you some direction in terms of the general target market that you will be attempting to influence. But you need to define your target market more narrowly, in this example, than "25-to-55-year-old women" to ensure your success at effectively influencing a purchase decision. The more you can learn about your target market's needs and preferences, the better you will be able to select the right communication methods and create the right messages to send through those channels.
Evaluating Communication Options
Marketers today are fortunate that they have an ever-expanding list of options for communicating with their target audiences. This can also be unfortunate, however, from the standpoint of having to wade through all of the options and pick the right mix to maximize effectiveness and minimize cost. A first step is to consider all of the communication channels that are likely to reach the target group you have identified. This may include traditional media (television, newspapers, radio) as well as new media (social networking sites, blogs, mobile messaging). There is no single mix of options that will work for everyone. A careful analysis of your audience, the communication methods most likely to reach them and the pros/cons of those methods can help you put together a marketing communication mix that will work best for you.
Implementing Communication Tactics
The creation, scheduling and implementation of communication tactics in an integrated marketing campaign is a critical driver for success. Marketers should consider when and where they wish to reach their consumers and which methods to use, in what order and at what frequency. The goal should be to reach as many members of the target audience as many times as possible with messages that will have staying power, so that these messages will not only be noticed, but will drive action designed to achieve the goal and objectives in the plan.
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