Integrated marketing communication definition: integrated marketing communication is the process of unifying a brand’s marketing message at all customer touchpoints.
Integrated marketing communication has one goal – brand consistency; It aims to ensure that all customers receive the same brand message.
This is achieved by using cross-functional collaboration and workflows to ensure that all of a brand’s team are involved, and aware, of the unified brand message.
For example:
ASOS comes into contact with its customers in lots of different ways:
They would bring together all of the teams to agree on the brand message they want to convey and build workflows to ensure it.
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