What’s that of Integrated Marketing Communication?

The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time”. In other words, so as to be understood by every reader, it means integrating all the promotional tools, so that they work together in harmony. Integrated Marketing Communication (IMC) appeared for the first time at the end of the 20th century as a consequence of practitioner activities during the last decade. 

“Consistency is key in making sure that consumers understand your marketing message which leads to a great result and return on your investment. The Integrated marketing helps by optimizing the spend whether online or offline and putting the right number of dollars towards the most effective approach”(L. Lake, n.d.)

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Profitable Businesses in Crisis Times

As the contributor in Forbes magazine Fabienne Friedrickson said:

The high tech environment in which we do business today—with real-time
tools involving email and social media—allows us to communicate and
interact with millions of people in an instant with the simple click of a
button, automate and pre-schedule just about anything we want to say,
and carry out entire campaigns almost single handily. These tools allow
us to accomplish so much with so little—yet they can also desensitize
us in a way that puts our businesses—and more importantly our
humanity—at risk unless we start to pay closer attention.

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