Integrated marketing communication is an approach to achieving marketing campaign objectives through the coordinated use of different promotional methods that are intended to reinforce each other. It arose due to limitations in traditional advertising like low accountability and limited internet access. IMC involves inside-out, outside-in, and cross-functional strategic approaches. The inside-out approach focuses on a company's strengths and customers while the outside-in approach matches products to customer needs through research. The cross-functional approach restructures companies to be customer-centric and improve information sharing across departments.

1. Integrated
Marketing
Communication

2. An Approach to achieving the objectives of a
marketing campaign, through a well
coordinated use of different promotional
methods that are intended to reinforce each
other.

3. Why Integrated Marketing Communications?
Traditional Advertising
Mass Media
Low accountability in
market spending
Limited Internet Access
Limited marketing
connectivity
Before Now
Digital/Interactive Media
Specialized Media
High accountability in
market spending
Widespread Internet
Availability
Pervasive marketing
connectivity

4. IMC categories:
1. Inside-out approach
2. Outside-in approach
3. Cross-functional strategic
approach

5. Inside-out approach:
• Believe in inner strength &
capabilities
• stay close to what you do best
• Golden Circle
• Presence of customer instinct
• Insight

6. Outside-in approach:
• What you make & what people
need
• Trust & relationship
• Conducting research
• Focus on the external world

7. Cross-functional approach:
• Restructure for customer centric
environment
• Departmental interconnection
• Flexibility in decision making
• Greater depth of information

8. Any
Question?
Thank
you