Integrated Marketing Communications

(IMC) is an emerging marketing approach to establishing a brand with messaging that conveys a seamless tone and style across many social networking platforms and with direct to consumer email marketing newsletters. The goal is to integrate a company’s public relations and customer relationship management functions. Online communications in all its forms comes together as a unified force, which also maximizes marketing budgets of both money and time spent on promoting the overarching brand reputation.

The components of IMC are based on both a complete understanding of a product or service and the market that it serves. More often than not in this modern plugged in world of smartphones and tablets, brands are viewed by consumers either favorably or unfavorably by the underlying corporate culture.  Social media and email marketing help to define that culture for both customers and potential customers with consistent promotion of a logo, style of, and the core message of that brand.

IMC also requires the use of tracking analytics for any direct marketing effort to assess customer responses. Some of these include social media marketing tools, web analytics, and includes a great deal of marketing automation and is enhanced with an inbound marketing system.