Integrated Marketing Communication (IMC) is a process used to unify marketing communication elements, such as public relations, social media, audience analytics, business, and more, to deliver a common message and make a desired impact on customers perceptions and behavior. The concept of IMC was introduced in the 1980s and has since changed the way communicators and marketers interact and conduct business. IMC is a strategic approach that guides communication and tactics used across all marketing channels.
IMC is important for several reasons, including the need for consistency throughout the whole customer journey, brand-building, and boosting campaign effectiveness. IMC’s influence can be seen throughout modern society, in website display advertisements, enterprise blogs, search engine optimization, newspaper editorials, outdoor billboards, magazine advertisements, and more.
Courses that comprise undergraduate programs in IMC typically cover the core principles of IMC, as well as topics in consumer research and insights, digital and social media marketing, mobile marketing, strategic communication, public relations and consumer/stakeholder outreach, marketing ethics, global marketing, and intercultural communication.
In many organizations today, public relations, corporate communications, advertising, marketing, promotions, and publicity function collaboratively as part of “the IMC mix.” This means consistency and unification of messaging, brand promotion, and audience engagement.
In conclusion, IMC is a process that unifies marketing communication elements to deliver a common message and make a desired impact on customers perceptions and behavior. It is a strategic approach that guides communication and tactics used across all marketing channels. IMC is important for consistency throughout the whole customer journey, brand-building, and boosting campaign effectiveness.
