what is integrated marketing communications

Integrated marketing communications is changing advertising, public relations and marketing. And it's making some people in those businesses mad as hell.

IMC is a common-sense idea. Instead of dividing communications into several overlapping departments, organizations use one strategy for everything, making every communication consistent with one message and one strategy.

For example, once a company decides how it is uniquely able to meet a particular consumer need, every message is based on those conclusions. Since there is one message, everyone from the receptionist to the CEO can be a salesperson for that message.

1. Customer Database
   An essential element to implementing Integrated Marketing that helps to segment and analyze customer buying habits.
   
2. Strategies
   Insight from analysis of customer data is used to shape marketing, sales, and communications strategies.
   
3. Tactics
   Once the basic strategy is determined the appropriate marketing tactics can be specified which best targets the specific markets.
   
4. Evaluate Results
   Customer responses and new information about buying habits are collected and analyzed to determine the effectiveness of the strategy and tactics.