what are the changes to IMC strategy a company faces in ligh

what are the changes to IMC strategy a company faces in light of the digital upheaval led by Google, Yahoo, Microsoft, and others.

Solution

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

True IMC is the development of marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, public relations, promotion, owned assets, and social media) that are selected and then executed to suit the particular goals of the brand. Instead of simply using various media to help tell a brand\'s overall story, with IMC the marketing leverages each communication channel\'s intrinsic strengths to achieve a greater impact together than each channel could achieve individually. It requires the marketer to understand each medium\'s limitation, including the audience\'s ability/willingness to absorb messaging from that medium. This understanding is integrated into a campaign\'s strategic plan from the very beginning of planning - so that the brand no longer simply speaks with consistency, but speaks with planned efficacy.This concept inherently provides added benefits that include: a singular/synchronized brand voice and experience, cost efficiencies generated through creativity and production, and opportunities for added value and bonus