Integrated Marketing Communication Definition

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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