Integrated Marketing Communications

To the marketer, technology has made things easier, but has also raised expectations and made their job more complex at times. In the article titled, Impact of Technology on Marketing, the benefits of greater connectivity is discussed. People are able to keep in contact with clients, co-workers, and business partners (Impact of Technology on Marketing, n.d.).

The other drastic change this has had is making the job of the marketer more complex and expectations can be loftier. With the multitude of media choices for a marketing campaign, professionals are often left with the task of creating a campaign which is cohesive, but also spans many different media. “Integrated marketing communications (IMC) provide an approach designed to deliver one consistent message to buyers through an organization’s promotions that may span all different types of media – such as TV, radio, magazines, the Internet, mobile phones, and social media” (Impact of Technology on Marketing, n.d.). This means marketers need a more versatile skill set and need to be able to work with many different media and tell stories many different ways. There must also be more planning and better cohesion within a team. To bring a unified message across many platforms, each component of the brand must complement and fit with the rest of the story being told.

 This video further explains Integrated Marketing:

Impact of Technology on Marketing. (n.d.). Retrieved from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/the-marketing-environment-3/technology-32/impact-of-technology-on-marketing-170-7298/

[Tribus]. (2013, May 2013). What is Integrated Marketing? [Video File].  Retrieved from https://www.youtube.com/watch?v=k6WF0O1Mnvk