What is Integrated Marketing Communications?

In 2015, many online customers purchased or contacted brands through just one or two channels, but now they search through 10+, researching topics, brands, and competitors.

The audience journey online is becoming more complex.

Integrated marketing communications customized targeted messaging across these channels.

Definition

IMC is a strategic marketing activity that optimizes both short-term sales and long-term brand equity. 

What IMC isn’t

IMC isn’t a channel strategy. A channel strategy is 

Why IMC?

Business goals: declining sales, entering new markets, repositioning a brand, grow a market

Examples

Process

• Select an audience
• Decision making
• Marketing communications objectives
• Brand positioning
• Optimize channel selection & messaging
• Synchronize activity to drive behaviors