via: Dave Fayram
Although most marketers accept that integrating marketing communications is a powerful approach, campaigns today seldom realize the full power of the methodology commonly known as IMC.
Most of us synchronize our earned and owned media in some way. Many of us have learned empirically the right combinations of tactics that lead to the most engagement, or the highest landing page traffic. What’s often missing in campaigns is the ability to plan, manage and measure the synergy that occurs as a result of powerful IMC strategies and strong linked tactics. It’s the acceleration caused by this synergy – the combination of marketing efforts that add up to more than the sum of their parts – that provides the best results.