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DMA: Data and Marketing Association
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Integrated Marketing Definitions

Integrated Marketing Community

Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.

AAAA | Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated Marketing communications perspective (6th ed.). New York: McGraw-Hill/Irwin.

Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.

AAAA

IMC is an approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other. As defined by the American Association of Advertising Agencies, integrated marketing communications … recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.

vAbout.com

A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

About.com

Integrated marketing is the holistic approach to communication in marketing. It’s making sure that you are being consistent in your marketing both online and offline. Consistency is key in making sure that consumers understand your marketing message which leads to a great result and return on your investment. The Integrated marketing helps by optimizing the spend whether online or offline and putting the right number of dollars towards the most effective approach.

AMA

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.

Boundless

Integrated marketing communications (IMC) is an approach to creating a unified and seamless brand experience for consumers across channels.

Business Dictionary.com

Integrated marketing is a strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc.

Businessweek

Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity. It requires not only the identification of a powerful, unifying strategy and compelling voice for your brand, but the discipline to roll it into every aspect of your organization—from advertising to sales, customer service to customer relationship management programs (and beyond). It’s not for the faint of heart.

DMA blog post

IMC is clearly and has been so defined since the early 1980’s as ‘an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that is intended to reinforce each other.’ I agree in principle with this definition, but feel it comes up a bit short on messaging, relevance, interaction, measurement, results, and how to track your program and its ROI. At the IMW 2104 event, nearly all the presenters did indicate that they used a full complement of integrated media to execute their marketing program. Nearly all stated that direct mail is linked to social media, social media is linked to sales tools, sales tools are linked to sales promotional tools such as direct marketing, and, in the end, even such legacy tools as POP/POS and traditional media are all part of the Integrated Marketing mix. That is a good thing.

IMW

No single channel can win out any more. Today, it’s about being wherever customers are, giving them relevant messages, and making sure that each interaction is intelligently connected to the next. Which means delivering great customer experience and truly integrated marketing, across any and every channel: web, social, mobile, broadcast, email, in-store, outdoor and beyond. And that means re-engineering processes, investing in new technology, and creating entirely new, integrated strategies.

LinkedIn

Integrated marketing incorporates an individual customer’s own perspective into all customer-facing functions at a company, including marketing, sales, and service.

LinkedIn

In 1989, the American Association of Advertising Agencies defined integrated marketing as: ‘an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.’ Today, integrated marketing needs to go beyond merely integrating messages and communications. Integrated marketing is about message and content consistency across channels. What’s wrong with that definition? That’s a marketing organization’s point of view. Organizations that excel put the customer at the center of its strategy. Customers aren’t interested in who was responsible for campaign components such as the email, Web site, direct mail, or call center. When a customer clicks through an e-mail and lands on your home page, or receives an offer in the mail and calls customer service to inquire further, he/she expects a seamless experience….Integrated marketing requires a unified approach to marketing and sales. Marketing needs sales and sales needs marketing. Marketing can help identify the company’s most valuable customers, develop targeted campaigns, which can enable sales to closes deals.

Marketing Executives.biz

Integrated marketing is the disciplined process of choosing the appropriate marketing strategy, combined with the appropriate mix of tactics, methods, channels, media and activities that best support the desired end result of the defined marketing activity.

Marketing Schools

Integrated marketing is a marketing strategy that stresses the importance of a consistent, seamless, multi-dimensional brand experience for the consumer. This means that each branding effort – across television, radio, print, Internet, and in person – is presented in a similar style that reinforces the brand’s ultimate message.

Multimedia Marketing

Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating all the promotional tools, so that they work together in harmony. Promotion is one of the Ps in the marketing mix. Promotions has its own mix of communications tools. All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts – providing they speak consistently with one voice all the time, every time.

Northwestern University

IMC is a strategic marketing process specifically designed to ensure that all messaging and communications strategies are unified across all channels and are centered around the customer. The IMC process emphasizes identifying and assessing customer prospects, tailoring messaging to customers and prospects that are both serviceable and profitable, and evaluating the success of these efforts to minimize waste and transform marketing from an expense into a profit-center.

Stirology

True IMC is the development of marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, earned media/PR, promotion, owned assets and social media) that are executed across a variety of media, and selected to suit the particular goals of the brand. IMC is designed to leverage the intrinsic strengths of each discipline to achieve greater impact in concert than can be achieved individually. It inherently provides multiplied benefits that include a synchronized brand voice and experience, cost efficiencies generated through creative and production, opportunities for added value and bonus which cumulatively produce extraordinary brand equity and ROI.

Technopedia

Integrated Marketing Communications (IMC) blends various promotional tools and communications/marketing/advertising services and techniques to maximize profit. IMC is ultimately achieved through concise and consistent messaging that fosters familiarity and consumer affinity. Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency – a proven IMC concept – yield customer satisfaction and loyalty.

Wikipedia

Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional[disambiguation needed] methods to reinforce each other.

Golden Gate University; Professor Michael Savod

The Promotion variable in the marketing mix (4P¹s) that blends the communications Methods using consistent, meaningful and credible Messages, directed at selected targeted Markets with targeted Media using the least amount of Money necessary to accomplish the marketing communications Mission in a Measurable way in order to achieve the overall marketing objective(s).

Key to this is using the 7 M¹s to develop your MARCOM strategy:

  1. Market(s): Targeted Customers
  2. Mission: Marcom Objectives
  3. Message: Creative Theme
  4. Methods: Blend Communication Techniques
  5. Media: Channels of Communication
  6. Money: Budget
  7. Measurement:Results Analysis
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