Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era

New Publication Now Available!

The entire Integrated Marketing Communication ecosystem is alive 24/7 every day. Data skills and knowing metrics are more important than ever.

Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era is a data-driven, consumer centric approach that’s in sync with today’s always-on IMC environment. Based on the authors’ work experience in IMC and related fields, the publication focuses on the most durable principles of IMC, stressing best industry practices, such as: digital transformation, the consumer journey with touchpoints, enhancing the consumer experience (CX) and the value exchange.

Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era by Thomas R. Flynn, James R. Smith, and Michael F. Walsh:

• Integrates the three foundational IMC documents―consumer profile, creative brief and media plan.
• Includes coverage of COVID-19’s impact across various IMC processes.
• Identifies critical metrics for digital tools: digital display ads, content marketing, ecommerce, email, experiential marketing, mobile, search, social, social analytics, streaming audio/video, traditional media and websites. 
• Covers timely topics such as: AI, brand purpose, digital voice assistants and PR’s shift to social media.
• Details budgeting, branding, creative, data analysis, public relations, promotion, traditional and digital media strategies―plus the tactics for improving successful outcomes.
• Explains application of strategic and theoretical approaches to message creation process.
• Describes marketing and messaging automation software powering data driven IMC―advertising, cloud marketing/messaging platforms, programmatic media buying.
• Reviews critical regulatory and consumer protection concerns.
• Helps readers talk-the-talk! With language and terms as currently used in the marketplace.

Highly suitable for courses or professional/certificate training programs in advertising, advertising campaigns, applied communication, digital marketing, integrated marketing communication, marketing communication, public relations, and strategic marketing.