INTEGRATED MARKETING COMMUNICATION IN DIGITAL ERA

The ever-evolving marketing landscape demands a holistic approach to communication. The siloed days of advertising, public relations, and promotions operating independently are fading. Today’s marketers need to orchestrate a symphony of messages across diverse channels, ensuring a consistent brand experience for their target audiences. This is the essence of Integrated Marketing Communication (IMC). The field of IMC has undergone significant transformations in recent years. The rise of digital marketing, social media, and data analytics has reshaped how brands communicate and engage with consumers. This book delves into these advancements, examining how they influence the development and execution of integrated marketing strategies.

This book is designed for students, marketing professionals, and scholars seeking to understand the complexities and applications of IMC. The book also provides a real-world example, case studies, and exercises to help students understand how IMC principles are applied in practice. This approach helps students develop the skills they need to create and execute successful integrated marketing campaigns. of the key principles, strategies, and tactics that underpin successful IMC campaigns. However, a crucial aspect often overlooked is the need for a strong brand foundation as the bedrock of any IMC effort. This book emphasizes the importance of brand identity, positioning, and storytelling in crafting cohesive and impactful communication.

Five Modules of the book are divided in such a way that readers will have Basics learnt in first module as Introduction to IMC. Second Module is all about measuring communication objectives and effectiveness. Module three is all about advertising online and offline including 5 M’s of advertising. This book briefs about sales promotion mix techniques and trends through module 4. Last module of the book is all about how to evaluate Integrated Marketing Program, Ethics and Marketing communication in digital era and Current Trends in IMC.

While this book offers a comprehensive exploration of IMC, the field is constantly evolving. New technologies and consumer behaviors will undoubtedly emerge, requiring ongoing adaptation and innovation. Authors’ hope is that this book equips readers with the knowledge and critical thinking skills to navigate the dynamic world of IMC and develop effective marketing communication strategies for the future.