The Importance of Implementing Social Media in your integrated marketing plan

A well-planned integrated marketing communications (IMC) strategy is essential to contemporary businesses – particularly in the fast paced, customer centric environment we now operate within. Integrated marketing communications allows businesses to communicate one or two vital marketing messages through an array of marketing channels, including both traditional and non-traditional.

The non-traditional aspect of digital communications is where social media comes into play. Although digital communications covers a range of techniques such as SEO, email marketing and mobile marketing – social media has undisputable benefits. Being part of something is innate in human nature - whether it is a family group, a friendship circle or a sports club. This has now evolved online, allowing newly formed groups to create, collaborate and communicate via a variety of social media platforms.

With over 70% of all Internet users active on social media and the fastest growing demographic on Twitter being the financially comfortable 55 – 64 age group, creating an online presence has never been so vital and commercially viable for companies.

Social media has the ability to become viral. Take Procter and Gamble’s Always “Like a Girl” campaign, which has been viewed almost 10 million times in under five days and the associated hashtag #LikeAGirl being tweeted over 3 million times. Despite the powerful influence traditional channels, such as billboard advertising and attending trade shows, have - they do not have the same capability of spreading like wildfire.

Social media enforces brand authenticity. Since the rise of the digital age and the financial crisis of 2008-09, consumers are smarter, have more power, and are expecting more from companies they hand their hard earned money over to. The rise of social media and its increasing usage means customers not only want, but also expect an online presence.

An existence amid social media platforms allows third party sources, such as followers and bloggers, to highlight the brand perception a company may wish to convey. Of course, social media can be a double-edged sword – with occasional undesired messages being reinforced, perhaps from an unhappy consumer. However, many people now see this as an opportunity to observe how brands deal with complaints, and ultimately the way a fault or error is rectified can speak volumes about the overall business.

Perhaps the most crucial reason for social media to be assimilated within an integrated marketing communications strategy is the ability for businesses to engage directly with anybody and everybody, including current and potential consumers, business partners, and key industry leaders. Businesses are able to create real dialogue with their customers – this can lead to co-creation, brand new innovative concepts and ultimately a clearer understanding of what consumers truly value. 

Considering all of this, you should not underestimate the power of social media and how it can rejuvenate and sometimes even redirect a company’s marketing strategy. With social media in the maturity stage, you’ll have to think of more original ways to stand out from all the noise. But bare in mind, if executed in a well thought out manner, the advantages can be immense.