Best Practice: Integrated Marketing Communications
Date published
2012-11-01T00:00:00Z
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Article
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0001-8295
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Citation
Emma Macdonald and Paul Baines, Best Practice: Integrated Marketing Communications, Admap, November 2012, Pages 44-45.
Abstract
Integrated marketing communications can substantially improve target audience reception, message resonance, and positive behavioural response but, to reach its true potential, the process requires a strong focus on data integration/customer insight.
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Github
Keywords
integrated marketing communications, IMC, outbound communications, advertising, media consumption, real time experience tracking
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The definitive version of this paper is available at www.warc.com/admap