What is IMC?

Whenever I think of Integrated Marketing and Communications (IMC) I like to use the example of riding a bicycle. We all know that in order to actually ride that bicycle and to reach your destination a number of things must work to together such as the wheels, brakes, and your own personal peddling ability. Based on the effectiveness of these units working collaboratively instead of independently will determine how and if you reach your destination.

So far so good??

Well, in IMC a combination of disciplines work together to reach a common goal: the consumer. The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” IMC integrates a combination of traditional marketing disciplines (Brand Management, Market Research, Direct Marketing etc), communications disciplines (Public Relations, Crisis Communication, Copywriting etc), and technology (Social Media, Mobile Marketing etc) in order to force organizations to shift their marketing efforts to a more holistic approach.

In a nutshell, IMC is a complete 360 campaign that spans across multiple platforms increasing ROI and brand to consumer interactions.  More and more organizations are understanding the need to reach their customers through an IMC approach instead of independent traditional methods that often don’t resonate with the target audience.

I hope you enjoy my blog and I look forward to discussing more about IMC and the role of Emerging Media on this bicycle.

 

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