Although our industry is still developing common measurements for integrated marketing communications (IMC) there are a handful of critical success factors within every strong multi-channel campaign. Since IMC is still fairly new, one way to build stronger strategies and successful linked tactics is to carefully review campaigns that worked. In order to do that, you need to know the basic criteria for IMC success.
Strong IMC campaigns can produce a wealth of great ideas, but most exhibit these primary components:
- Use of a core strategy statement and alignment with that statement in all messaging