Integrated Marketing Communications
WHAT: Integrated Marketing Communications (IMC) is the integration of a suite of communication tools, channels, functions and resources into a single, strategic program. Both internal and external communications tools may be incorporated into a seamless, data-driven program of marketing communications, branding and dialog that are relevant to the audience’s activities and needs.
WHY: Maximize the impact on desired audience(s), brand management, and profitable customer relationships while managing cost. Ensure consistency of message and the complementary use of media.
HOW: Integrated marketing begins with the development of a Marketing Plan. The Plan identifies and coordinates all components of the marketing approach. A marketing plan may be based on the following:
1. Analyze current situation.
2. Identify marketing objectives.
3. Establish marketing budget.
4. Develop plan for implementation.
CHANGING MEDIA: Social media is an opportunity to enter into a direct dialogue with consumers and engage audiences at a variety of levels, developing an experiential relationship. This arena requires a clear understanding of the audience’s wants and needs, and the ability to evolve with the constantly-moving flow of communications while remaining on-track with the objectives defined in the Marketing Plan.
© Michele Carbery, 2011
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