Integrated Marketing Communication is a term used to describe the holistic approach to marketing communication. It ensures that all forms of communications and messages are carefully linked together.
Communication tools work better when they work in harmony rather than in isolation. Their sum is greater than their parts - provided they speak consistently with one voice all the time, everytime.
This is enhanced when integration goes beyond just the basic communications tools. There are other levels of integration such as Horizontal, Vertical, Internal, External and Data integration.
Integrated Marketing Communication delivers many benefits. It can create competitive advantage, augment sales and profits, while saving money, time and stress.
IMC wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with its customers.
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