Integrated marketing communication (IMC) is a process that unifies marketing communication elements, such as public relations, social media, audience analytics, business, advertising, promotions, and publicity, to create a more powerful and concerted approach. The concept of IMC was introduced in the 1980s and has since changed the way communicators and marketers interact and conduct business. IMC is a holistic marketing approach that considers marketing strategy within the larger context of an organization’s aims and business development and maintenance needs. The goal of IMC is to create a consistent and positive experience for customers every time they encounter or interact with a brand.

Key components of IMC strategy include a multi-channel approach, creating a consistent, cohesive brand identity, and strategic alignment of each point of contact to deliver the right message in the right way. IMC encourages the integration of different disciplines to synthesize and unify messaging for a company, its brand, services, and products to drive audience engagement. Effective marketing communication is critical for establishing relationships with potential and current consumers, creating efficient information exchange for product development, and maintaining brand reputation, as well as advertising and selling products and services. IMC professionals are vital to the entire marketing process, helping to unify messaging for a company, its brand, services, and products to drive audience engagement.