The Digital Marketer's Journal

Written by Hong Ngan Tran (s3961720)

Image source: Channel V Media

In the overwhelming digital world, Integrated Marketing Communications (IMC) plays a crucial role in interactively engaging with consumers and conveying messages across various platforms. Consumer integration functions as an empowered input embedded in decision-making processes within IMC campaigns. The rise of the consumer power era, accelerated by the internet, has compelled brands to focus on consumer perceptions in their marketing communications to create valuable content in the IMC paradigm with a customer-centric approach. 

Image source: Vargo and Lusch

However, negotiated brands build relationships between brands and consumers in value creation. With a S-D logic perspective theoretical framework that showcases the customer interaction and network that shaped the brand’s value. Focusing on two recent campaigns that connect with the two key axioms 1 and 4 that incorporate into marketing campaigns of brands.  

Starbucks driving IMC in service

Starbucks launched a “Back to Starbucks” campaign that involved Rewards Members app and elevating the app quality to attract new customers. Through the mobile app’s ordering system, Starbucks is able to strengthen its loyalty programs for repeat customers and enhance the overall in service experience. 

This focuses on services as an exchange that helps the brand build relationships with customers rather than relying solely on goods for money tactics . By allowing customers to place orders through an app and then pick them up in store, Starbucks succeeded in creating value for customers in convenience and a seamless service experience, enabling customers to feel the enjoyment and exchange their satisfaction with the brand.

Image source: Starbucks Australia

Starbucks drives the IMC in service and communication that helps them achieve customer trust in future purchase but also provides excellent in-store service in pick up order which is a plus point for Starbucks in communication between brands and consumers in order to co-create value in Axiom 1.  

Rare Beauty bringing the core value for customers 

The “Every Side of You” launched in October 2024 which is the first global campaign of Rare Beauty narrated by the founder Selena Gomez. Rare Beauty’s IMC focuses on the customer-centric approach that tackles the challenging of disability people and bringing it into real life product development. 

Image source: Marketing Dive

The campaign creates phenomena through authenticity and concentrates on mental health advocacy. By highlighting the brand’s value in inclusivity and promoting self-acceptance with confidence and using hydric mix in platforms such as influencer contents, events, advertisements to deliver the main message. “Every Side of You” embodies Axiom 4 that transforms communication channels into social interactions that determine the customer and beneficiary. 

Questions

1. Why do you think IMC is important?
2. What makes a digital campaign successful?