The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

Don Schultz & Heidi Schultz


In Circulation

Explains IMC: what it is, what it means to you, and how to use it to power your organization's growth and financial success. This book shows you how to focus on identifying the right customers, determining their value, investing in them with communication programs, and then measuring the impact of and returns on those communication activities.

What will you learn from this book

  1. Holistic Approach: IMC often involves a holistic approach to marketing, where various communication channels work together to create a unified and consistent message.

  2. Customer-Centric Focus: Effective IMC strategies prioritize understanding and meeting the needs of the target audience, ensuring a customer-centric approach.

  3. Consistency Across Channels: A key principle of IMC is maintaining consistency in messaging, branding, and tone across all marketing channels.

  4. Data-Driven Decision-Making: IMC involves using data and analytics to inform decision-making and optimize marketing efforts for better results.

  5. Brand Integration: IMC emphasizes the integration of brand messaging and values across all communication channels to strengthen brand identity.

  6. Digital Integration: With the rise of digital marketing, IMC typically includes seamless integration of online and offline channels for a comprehensive strategy.

  7. Cross-Functional Collaboration: Successful IMC requires collaboration between different departments (marketing, advertising, public relations, etc.) to ensure a cohesive approach.

  8. Measurable Objectives: Establishing clear and measurable objectives is crucial for evaluating the success of IMC campaigns and adjusting strategies accordingly.

  9. Adaptability and Agility: IMC strategies should be adaptable to changes in the market, consumer behavior, and emerging trends, requiring an agile mindset.

  10. Customer Journey Mapping: Understanding the customer journey and ensuring that communication touchpoints align with different stages of the journey is often a focus in IMC.

Language English
ISBN-10 0071416625
ISBN-13 9780071416627
No of pages 408
Font Size Medium
Book Publisher McGraw-Hill
Published Date 06 Nov 2003

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