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How do you define and track IMC objectives and KPIs?

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Integrated marketing communications (IMC) is a strategic approach to deliver a consistent and coherent message across different channels and touchpoints. IMC aims to create a positive and memorable customer experience that builds trust, loyalty, and advocacy. But how do you know if your IMC campaign is working? How do you measure its impact and return on investment (ROI)? The key is to define and track clear and relevant objectives and key performance indicators (KPIs) that align with your business goals and customer needs.

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Dustin York, Ed.D.

Communication & Innovation Strategist | Keynote Speaker | Associate Professor | Harvard Business Review Contributor |…

1 IMC objectives

IMC objectives are the specific and measurable outcomes that you want to achieve with your IMC campaign. They should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, an IMC objective could be to increase brand awareness by 10% among your target audience in six months. IMC objectives should also be aligned with your overall marketing and business objectives, such as increasing sales, market share, or customer retention.

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Katie Schibler Conn

KSA Marketing Founder | Inc. 5000 Fastest Growing Companies | WBENC | WOSB | Retired Yak Farmer | Girl Scout Troop Co-Leader | I help you go from Oh Sh*t to Hell Yeah (TM) with advertising results that Kick Some ??
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To set effective IMC objectives, start by aligning them with your overall business goals, such as increasing brand awareness, driving sales, or enhancing customer engagement. Understand your target audience's demographics and behavior to ensure relevance. Use the SMART criteria and involve key stakeholders in the goal-setting process to ensure alignment and buy-in, and continuously review and adjust objectives based on performance data and market changes.

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2 IMC KPIs

IMC KPIs are the metrics that you use to track and evaluate the performance and effectiveness of your IMC campaign. They should be linked to your IMC objectives and reflect the different stages of the customer journey. For example, some common IMC KPIs are reach, impressions, engagement, conversions, retention, and advocacy. IMC KPIs should also be relevant and meaningful for your specific industry, market, and audience.

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Dustin York, Ed.D.

Communication & Innovation Strategist | Keynote Speaker | Associate Professor | Harvard Business Review Contributor | STL Business Journal 40 Under 40
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My current favorite IMC KPI is net promoted score (NPS). Questions you've seen before may be, "How willing would you be to recommend our company to a friend?" This is an excellent indicator of loyal consumers.

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3 IMC tracking tools

IMC tracking tools are the methods and technologies that you use to collect, analyze, and report the data related to your IMC KPIs. They can range from simple spreadsheets and surveys to sophisticated software and platforms. Some examples of IMC tracking tools are web analytics, social media analytics, email marketing analytics, CRM systems, customer feedback tools, and attribution models. IMC tracking tools should be reliable, accurate, and integrated across different channels and touchpoints.

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4 IMC reporting and optimization

IMC reporting and optimization are the processes of communicating and improving the results of your IMC campaign. They involve creating and presenting clear and concise reports that highlight the key findings, insights, and recommendations based on your IMC KPIs. They also involve testing and adjusting your IMC strategy and tactics based on the feedback and data that you receive. IMC reporting and optimization should be done regularly, collaboratively, and transparently.

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5 IMC challenges and best practices

IMC is not without its challenges and pitfalls. Some of the common ones are lack of alignment, coordination, and integration among different teams, channels, and stakeholders; lack of data quality, consistency, and accessibility; lack of resources, budget, and expertise; and lack of customer focus, relevance, and value. To overcome these challenges and implement IMC effectively, some of the best practices are to have a clear and shared vision, strategy, and plan; to use a customer-centric and data-driven approach; to leverage the strengths and synergies of different channels and touchpoints; and to monitor, measure, and optimize your IMC campaign continuously.

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6 IMC benefits and opportunities

IMC can bring many benefits and opportunities for your business and your customers. Some of the main ones are to enhance your brand image, reputation, and equity; to increase your customer awareness, satisfaction, and loyalty; to improve your marketing efficiency, effectiveness, and ROI; and to gain a competitive edge and differentiation in the market. IMC can also help you to adapt to the changing customer behavior, preferences, and expectations; to leverage the emerging technologies, platforms, and trends; and to create long-term and mutually beneficial relationships with your customers.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you define and track IMC objectives and KPIs?

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1 IMC objectives

2 IMC KPIs

3 IMC tracking tools

4 IMC reporting and optimization

5 IMC challenges and best practices

6 IMC benefits and opportunities

7 Here’s what else to consider

Integrated Marketing Communications Planning

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