What is IMC?

If you’ve seen marketing campaigns such as Apple’s “Get a Mac”, Nike’s “Breaking2”, Old Spice’s “Smell Like a Man”, or GoPro’s “Be a Hero”, then you have seen a firm successful use IMC when putting together a marketing campaign.

What is IMC you may ask? While the concept of IMC has changed over time, the AMA has defined it as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

Parts of IMC

It can also be defined as the process in which a brand unifies their marketing communication elements, this includes their PR, brand social media, analytics from their audiences, and advertising, they take all this and forge it into a brand identity that remains consistent through all of their own media channels.

“Funnel” for IMC

What IMC does is allow the public and private organizations and businesses that use it the ability to deliver a seamless and engaging consumer experience for whatever their product or service is that they may be selling. It also allows those who use it successfully the capability to optimize their brands image, as well as their stakeholders relationships.