Integrated marketing communications in the digital era: But what has changed.

As a marketing communications studies student, first and foremost, you are taught about Integrated Marketing Communications also known as ​​IMC or Marcomm.

Integrated marketing communications is a communication process that entails the planning, integration, and implementation of the various forms of communication tactics used in implementing a marketing strategy.

The thesis of IMC is that when you plan and implement a marketing communications campaign, it must be integrated. That means all the elements of the marketing campaign should work and run in unison, as opposed to silos or isolation. Integrated marketing communications should combine all types of communication tools, to form ‘ the golden thread’ of a marketing communication campaign.

Even though things have changed over the years. As well marketing is evolving with the time. Adopting and adapting to new and improved ways of doing things is inevitable to stay competitive.

Marketing and communications have seen the introduction of new ways of delivering messages to the audience. But, it looks like, along the way some things fell off the radar of the essence of integrated marketing communications.

Adopting and adapting to the digital world.

This digital era requires that brands and corporates market and communicate with their customers at the right time, using the right media or platforms. This fast-paced approach: instant communication, is creating a dilemma of losing the audience along the way due to the pervasive disintegrated marketing communication campaigns. That is why there must always be a connection between offline and online communication platforms.

And all the messages should speak in one voice. Obviously, the messages must be tailor-made for both offline and online communication platforms. What is critical is to create that ‘ golden thread’ as the conductor of your marketing communications campaign — like a music chorus.

It is pivot to take into that process must be customer-centric or audience-driven, which allude to the change of power that has taken place over recent years, to some extent, because of the penetration of digital technology.

Thereafter, it’s also important to maintain the old standard while adapting to the new ways of doing things. That way it will optimize your chances of meeting the ultimate goal.

Integrated marketing communications offers the opportunity to create and, manage consumer experiences that should be the same across all brand touchpoints.