Integrated Marketing communication
Integrated marketing communication
Integrated marketing communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, online communications and social media work together as a unified force rather than permitting each to work in isolation which maximizes their cost effectiveness.
IMC is becoming more significant in marketing practice because of the reduced cost effectiveness of mass media and media fragmentation. As consumers spend more time online and on mobile devices all exposures of the brand need to tie together so they are more likely to be remembered. Increasingly the strategies of brands cannot be understood by looking solely at their advertising. Instead they can be understood by seeing how all aspects of their communications ecosystem work together and in particular how communications are personalized for each customer and react in real time, as in a conversation.
The Evolution of IMC
For many years, the promotional function in most companies was dominated by mass media advertising. Companies relied primarily on their advertising agencies for guidance in nearly all areas of marketing communication, and many companies also used additional promotional and marketing communication tools. Sales promotion or direct-marketing agencies and promotional-products firms were generally viewed as auxiliary services and often used on a per-project basis. Public relations agencies were used to manage the organization’s publicity, image, and affairs with the relevant publics on an ongoing basis but were not viewed as integral participants in the marketing communication process. Many companies had separate
Integrated marketing communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, online communications and social media work together as a unified force rather than permitting each to work in isolation which maximizes their cost effectiveness.
IMC is becoming more significant in marketing practice because of the reduced cost effectiveness of mass media and media fragmentation. As consumers spend more time online and on mobile devices all exposures of the brand need to tie together so they are more likely to be remembered. Increasingly the strategies of brands cannot be understood by looking solely at their advertising. Instead they can be understood by seeing how all aspects of their communications ecosystem work together and in particular how communications are personalized for each customer and react in real time, as in a conversation.
The Evolution of IMC
For many years, the promotional function in most companies was dominated by mass media advertising. Companies relied primarily on their advertising agencies for guidance in nearly all areas of marketing communication, and many companies also used additional promotional and marketing communication tools. Sales promotion or direct-marketing agencies and promotional-products firms were generally viewed as auxiliary services and often used on a per-project basis. Public relations agencies were used to manage the organization’s publicity, image, and affairs with the relevant publics on an ongoing basis but were not viewed as integral participants in the marketing communication process. Many companies had separate