Improve your Integrated marketing communications with our hub page

Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics.

Research always shows that 1+1 = 3 when incorporating more marketing channels into a campaign.

Integrated marketing communications quick guide

Integrated marketing communications success factors

The characteristics of integrated marketing communications have been summarised by Pickton and Broderick as the 4 Cs of:

  • Coherence – different communications are logically connected.
  • Consistency – multiple messages support and reinforce, and are not contradictory.
  • Continuity – communications are connected and consistent through time.
  • Complementary – synergistic, or the sum of the parts is greater than the whole!

The Account Planning Group (, in its definition of media planning, highlights success factors for IMC when they say that the planner

“Needs to understand the customer and the brand to unearth a key insight for the communication/solution [Relevance].

As media channels have mushroomed and communication channels have multiplied, it has become increasingly important for communication to cut through the cynicism and connect with its audience [Distinctiveness].

…the planner can provide the edge needed to ensure the solution reaches out through the clutter to its intended audience [Targeted reach].

…needs to demonstrate how and why the communication has performed [Effectiveness]”

Integrated marketing communications definition

US marketing guru Philip Kotler describes an Integrated Marketing Communications approach as

"the concept under which a company carefully integrates and co-ordinates its many communications channels to deliver a clear, consistent message about the organisation and its products".

Media neutral planning is a key concept within implementing IMC.

Media neutral planning or MNP is not a new technique, but we don't think the power of this campaign planning technique is highlighted enough. It's a great way of thinking to create integrated campaigns.

Recommended member resources for Integrated marketing communications

Ebooks on Marketing campaign planning
Marketing templates on Marketing campaign planning

Key techniques for Integrated marketing communications

These are the related techniques which we recommend as important for managing Integrated marketing communications effectively. View these hub pages giving details on best practices, statistics and examples for these techniques:

View all blog articles on Integrated marketing communications