The need for an integrated marketing communications plan is greater than ever, if you want to build and maintain more positive and engaging relationships between customers and companies.

As the world becomes increasingly more digitized and connected, communication between consumers and businesses is changing. Consumers are shifting the power structure, interacting with and influencing businesses more directly.

What is an integrated marketing communications plan?

Integrated marketing communications plans allow you the leverage of the multiple components in the marketing universe to work smarter to address your customer’s needs.

An integrated marketing communications plan or IMC plan incorporates market research, strategic planning, audience segmentation, marketing channel selection, creative briefs and campaign messaging, budgeting, ROI analysis and a system for campaign metrics and evaluation. to achieve maximum impact of marketing objectives (source).

An IMC plan retains its theme and messaging consistency throughout a variety of media mediums, whether it's a magazine ad, a press release, social media or a company website.

What are the advantages of an integrated marketing communications plan?

Developing an IMC plan is an intensive and thorough process, but for as much work that goes into it it can reap multiple rewards. An effective plan can increase sales and profit margins and save on time and money within your organization (source).

An IMC plan caters to consumers by tailoring communications to them throughout the decision-making and purchase process. This builds a stronger relationship between customer and provider and coincides with a more seamless dialogue and image development within the organization.

Integrated marketing strategies have also demonstrated an increased ability to build brand loyalty. Building a more engaged customer base is key to the long-term success of organizations beyond their marketing departments.

An IMC can also aid in raising profits through greater effectiveness of campaigns. The more unified the message an IMC plan has the more of an impact on an audience rather than an endless stream of individual messages. In an increasingly "noisy" marketplace the clear, consistent messages of an integrated plan have a more significant chance of being heard.

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An MBA in Marketing can help set you apart from the competition, providing you with the skills and experience needed to lead and innovate in various business environments.

St. Bonaventure University offers an accredited online MBA with a marketing concentration that will help you develop effective marketing plans to drive business success.

• Make Strategic Decisions: Conduct market research and apply it to guide strategic decision-making about your organization.
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St. Bonaventure University’s dedicated staff are ready to answer your questions and help you prepare for what’s next in your career. Learn more about the program and connect with an Enrollment Advisor to discuss your future career.

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