Introduction to Integrated Marketing Communication (IMC)

What you’ll learn to do: explain integrated marketing communication (IMC) and its connection to the organization’s marketing strategy

Promotion is a powerful part of the marketing mix because it determines what and how you communicate with target audiences. In today’s world, promotion often has a fancy name: integrated marketing communication (IMC). Why the fancy name?

The number and variety of marketing communication tools have proliferated with the expansion of media, Internet, social, and mobile technologies. Marketers face the multipronged challenge of deciding which messages to communicate, which communication tools to use, and how to make the strongest impact with target segments. 

Integrated marketing communication encourages marketers to think about communication in a coordinated way. They ask: How can we orchestrate all the different means of reaching a target segment in order to maximize our impact?