Integrated Marketing Communication: Defining the Foundation
Updated: Feb 7
Integrated Marketing Communications (IMC) can be defined as "[E]very contact between the brand and the market" (Percy, 2018). This statement seems like a blanket but truly expresses that every communication that is sent (internally and externally) is communications working together to support a brand/business.
What makes up IMC?
There are endless components that can be defined however, the top categories can be seen as public relations, digital marketing, promotional marketing, direct marketing, and advertising (Spark, 2020). In tandem with IMC components, they are the outcome and perception that a business (or brand) has acquired and built through its many communication channels to its consumers/public (Percy, 2018). In short, the brand speaks for itself. Choosing just one component for a foundation can seem a challenge in the ever-changing world with technology and the possible communication channels.
Brand Foundations: Digital Marketing & Public Relations (Publicity)
The top two components that are most important in today's time are digital marketing and public relations as they are the who of the brand. Everything around us is becoming digital. While there are parts of the world that are without the "smart" technology that we have in America, these are growing foundations around the world.