Integrated Marketing Communication Definition

integrated marketing communication

What is Integrated Marketing Communication?

Integrated marketing communication definition: integrated marketing communication is the process of unifying a brand’s marketing message at all customer touchpoints.

Integrated marketing communication has one goal –  brand consistency; It aims to ensure that all customers receive the same brand message.

This is achieved by using cross-functional collaboration and workflows to ensure that all of a brand’s team are involved, and aware, of the unified brand message.

For example:

ASOS comes into contact with its customers in lots of different ways:

  • Advertising
  • Content
  • Customer service
  • Email
  • Mobile app
  • Sales
  • Social media
  • Website

They would bring together all of the teams to agree on the brand message they want to convey and build workflows to ensure it.


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