VitaminIMC - What Marketing Doctors Are Now Prescribing

A new year brings reflection on industry trends. 2008 saw a rise in social media use and also a shift in the marketing world. In 2009 we will see the effects of this shift. Traditional views of marketing are being challenged so it is important now more than ever to grasp the idea of customer centricity. This idea lies at the core of integrated marketing communications (IMC). By focusing on understanding customers, marketers can create strategies that will increase ROI and continue to build strong brands. Marketers also need to adapt to changes that Web 2.0 has brought about. When properly implemented, social media use can be of great value to marketers and a key route to building relationships with your consumers.

Already in 2009 we've seen companies putting IMC into practice:

On New Year's Eve, Nivea launched the "Kiss and Be Kissed" campaign to create an emotional, rather than functional, connection with its consumers. From product sampling in Times Square, to pamphlets on the art of kissing, to an interactive Web site urging viewers to submit their own photos of affection, the campaign seeks to build a relationship between Nivea and their consumers in a category where this is not commonly done.

Kellogg's revamped its Special K Challenge to better reflect the needs of its consumers. The "Wake-Up Call" campaign highlights the importance of using consumer insights to drive brand strategy and innovation. To better meet the needs of their consumers, Kellogg's expanded the Special K product line to offer more variety for meals and snacks. They also changed their advertising messaging to target the trigger points of consumers ready to begin a weight management program.

Pepsi is harnessing the power of social media to make the final decision on which spots it will run during the Super Bowl. Brandweek reports that Pepsi execs are waiting to see which brands get the most buzz on the internet and are closely tracking the blogosphere to decide which brands to highlight in Sunday's big game.

How successful marketers will be in 2009 will depend on how well they can incorporate IMC strategies and philosophies to build relationships with their consumers. The use of social media and the internet will be an extremely useful tool, but other outlets need to be used as well in order to truly understand your customers. The best way to ensure marketing success is to remember to take your vitamins, especially the essential nutrient of vitamin IMC!

-- Stacy Cohen