Integrated Marketing Communication (IMC) is concept of integrating various prominent communication channels in certain company to deliver the consistent message. Simply, it is an approach to achieve the goal of marketing campaign by wisely coordinating different promotional methods together. There are few important aspects of IMC process are:
# Objectives are the future responsibilities or goals of the company presently moving towards to reach in certain period of time.
# Strategies are kind of planning to develop and maintain the balance between the organizational goals and change in market opportunities.
# Tactics are the capabilities performed to face the anomalies occurs in a company.
If inexperienced integration occurs, which leads to inconsistent message and might cause confusion in delivery. To overcome such type of problems, the company should perform SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis, is an organized list of factors helps to develop business strategy.
SWOT Analysis is a structured valuation of internal situations (Strength, Weakness) and external situations (Opportunities, Threats). SWOT bases IMCplanning includes setting up the measurable objectives and company strategies and cascade them together to lead marketing communication functional area plan to make the campaign success.