Integrated Marketing Communications (IMC)

What is it?

Integrated marketing communications symbolizes a significant shift in the way businesses need to view how they promote their products and services, and most importantly how they communicate with their clients.  

Historically, “marketing communications” was synonymous with advertising, and more specifically, with mass media advertising on radio, television, print and billboards. This was the primary channel most firms used to promote themselves and create awareness. While many businesses used other tools to market and promote themselves, such as point-of-sale merchandising and direct marketing, these were viewed in isolation from mass media advertising.  

This lack of integration often created considerable duplication and sub-optimal resource allocation, resulting in inconsistent messaging amongst the various marketing channels.  

The modern era of marketing communications takes a much more holistic and broad-based approach to this topic. Coordination of all the various promotional elements and tools that can be used to communicate with one’s clients – integrated marketing communication – including but not limited to traditional advertising.  

Find out why IMC is so critical to the success of your business.