What is the first step in the integrated marketing communications development process?

In the integrated marketing communications (IMC) development process, establishing goals is crucial as it lays the foundational framework for the entire strategy. Goals define what the organization aims to achieve through its marketing communications efforts, ensuring that all subsequent steps are aligned towards a common purpose. These goals can range from increasing brand awareness, driving sales, enhancing customer engagement, or launching a new product.

By clearly defining these objectives at the outset, marketers can make informed decisions regarding the messaging and tactics that will be employed. This step helps ensure that all marketing efforts are coherent and targeted, allowing for a more effective allocation of resources and ultimately leading to more successful communications.

While identifying a target persona, crafting a message map, and diagramming touchpoints are all essential components of the IMC process, they follow after the goals are established. Having a clear set of objectives allows for the development of personas that align with the target market, the formulation of messages that resonate, and the identification of the appropriate channels through which to engage the audience. This sequential approach helps maximize the impact of the integrated marketing communications strategy.