Integrated Marketing Communications : Definitions and Why Marketers Need It

Integrated Marketing Communications

Integrated Marketing Communications (IMC) is a simple marketing concept which ensures that any types of communications and letters are conscientiously linked together.

Simply IMC can be interpreted as a process of management of customer relationships that drives the brand value. 

Whereas specifically, IMC can be interpreted as a process that has a cross function in creating and maintaining profitable relationships with customers and other stakeholders by controlling and influencing strategically Messages sent to this group and move the dialogue with a specific intent to them.


As already mentioned above, the basic concept of IMC is communication. With this communication, IMC strives to maximize the positive message and minimize the negative message of a brand, with the goal of creating and supporting a brand relationship. To build long-term relationships, IMC is also used to build and strengthen brands. A positive Brand relationship will also make a profit and increase the value of the company's shareholders.

Two basic ideas on IMC:

1. One-voice marketing communication.

The point is, although the elements of marketing communication used vary in reaching consumers but they should be coordinated in the right way by organizations and agencies working on these different elements

2. Communication that integrates.

Communication here not only aims to increase brand awareness or good imaging of products, but also should be able to generate good sales results.

Five reasons why marketers need an integrated marketing communications strategy : 

1. To convey a consistent message. 

If your IMC strategy can only deliver one message across all channels consistently, it will still be assessed successfully. Why? Because, once your business message becomes blurry, unfocused, or inconsistent, you're actually starting to lose consumers. The importance of delivering one message consistently cannot be overstated.

2. To build branding.

Not just your message will always be the same, but your brand elements will also be formed with more ' seamless '. When distinctive features, logos, headers, content, and sounds work well together, you can maximize the achievement of your brand.

3. To save budget.

A well-oiled  strategy will save the budget of business marketers in a number of areas. Of course, having one message can help you save resources and reduce waste.

You may not create or modify your messages each time you communicate with a customer. Reduce the time spent on creating something, and instead, maximize your marketing budget by circulating.

4. To create a customer experience.

In the digital world, consumers are not just looking for their next favorite product or service. Customers want an experience that really suits their liking. In other words, your customers might not want a mail or TV ad campaign directly.

Through the IMC strategy, customers help determine how your business message is delivered, resulting in better results for your company.

5. To focus on the outcome.

IMC strategies not only reinforce the same message in the minds of your consumers, but also maintain a clear message and purpose in your own organization.

When all parties work in the same sync, that's when you can create a campaign that really impacts. The better you can communicate the same message externally and internally, the greater the profit you will gain on your investment.