Building an IMC Plan: How to Make the Right Choices

How to get started

Then NowPrintDirect mailCollateralTradeshows

PrintDirect mailCollateralTradeshowsOrganic searchPaid searchCRMCPLEmail marketingBlogsSocialE-newslettersWebinarsVirtual tradeshowsEtc.Etc.Etc…

So how do you decide

You don’t.“They” decide.

Who’s “they”?

• How does your audience prefer to consume information?

• What kind of information do they value?

• What are your objectives? (branding, lead-gen, etc.)?

You need to know and understand your audience:

IMCMedia Partners

Primary Research

Sales and Product

Marketing

Historical Data

“A” “B” Testing

Web Analytics

Social Media

A

B

Marketing Communications

SalesProduct

Marketing

Industry Marketing

Distribution

Bob Murphy

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