Integrated Marketing Communications (IMC) is a relatively simple concept. IMC is responsible for ensuring that all forms of communications, as well as messages, are meticulously linked together. At its most fundamental level, IMC is about integrating all the promotional tools so that they work together in harmony.
IMC is the digital marketing strategy which you need to adopt in order to take your digital marketing department from different and separate functions into one interconnected approach. IMC takes your various marketing collateral in addition to channels — from digital to social media, to PR, to direct mail — and combines them with one overarching and dependable message.
Promotion and the marketing mix
What is the marketing mix?
Businesses have officially always made use of marketing tools in order to promote as well as sell their work. However, the term “marketing mix” was developed in the mid-20th century. One of its first times it was used was in a 1953 address to the American Marketing Association. During this address, Harvard professor and marketing expert – Neil Bordon – outlined how marketers build and implement a lucrative marketing plan.
Identifying as well as arranging the various elements of the marketing mix permits a business to make valuable marketing decisions at every level of the organisation. These decisions help a company to perform the following actions:
- Developing its strengths in addition to limiting its weaknesses,
- Becoming more competitive as well as adaptable in its market, and
- Improving profitable collaboration between departments as well as partners.
Ever since the 1950s, the aspects of the marketing mix have undergone a number of transformations in response to new technologies as well as other alterations in marketing best practices.