Integrated Marketing Communications mix examples
Integrated Marketing Communications: A Modern Take on IMC
No question, modern marketing is a new twist on Integrated Marketing Communications or IMC! And why not? IMC was invented over 20 years ago, before the Internet! With modern marketing comes a necessary need to redefine IMC into modern integrated marketing communications. MIMC? No, too many acronyms. How about Modern IMC?
This blog shares some great history and background on IMC, followed by some insights into how IMC has changed with new marketing emphasis on Internet, search optimization, content and social media.
The next two paragraphs that are excerpts from a Master’s Thesis – Integrated Marketing Communications, IMC: Theory, Practice and Reality, by Alexandra Mimoun. The idea of Integrated Marketing Communications or IMC was conceived in the United States, at the end of the 1980s, early 1990s. Keith Reinhart was then the Chairman of the American Association of Advertising Agencies (AAAA). He has been one of the very first to formulate the need to integrate the different components of communication. He contacted Don E. Schultz, and in 1989, the first research program on IMC was funded by the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA) and the American Advertising Federation (AAF).
This research led to the birth of the Medill IMC university program with the first IMC students graduating from Northwestern University in 1991. Link here for complete thesis.
The original premise of IMC was to undertake marketing and communications with a unified voice, a common brand identity, in order to achieve synergy and avoid inconsistency. The many authors on the subject often include strategy, planning and measurement as part of the IMC process. But again, when IMC was invented, marketing mainly included advertising, PR, events and promotion. No electronic media. Television was only beginning to expand beyond the major networks into cable.
So then, modern integrated marketing communications must include elements of the modern marketing mix as defined in our previous blog about modern marketing best practices.
So what is modern integrated marketing communications? Traditional and new media. Online and offline. Print and digital. Outbound and Inbound marketing. Foundational elements like customer insight, planning and branding are still required. Marketing measurement is more important than ever, but also, more possible than ever.
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Here ya goby brief-rundown
Here's what I learned in 2 minutes on the internet:
Today, successful companies build and maintain profitable and ethical relationships with customers and other stakeholders by controlling the messages and touch points with these groups. To grow customer relationships, it is essential to understand the customer's needs and wants, then promise and consistently deliver a meaningful and compelling brand experience that increases the value of the company and brand.
Integrated marketing communications (IMC) is the process for managing customer relationships that grow brand value.
Marketing communications builds awareness, preference, changing attitudes and ultimately behavior
Integrated Marketing Communications
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