The progression of marketing – to go beyond traditional to include interactive, consumer-driven marketing, social has spread like Ebola. Often referred to as Integrated Marketing Communications (IMC). BMI is the prelude to a new era in which marketers blend communication messages across all channels of communication available on a continuous brand experience. As part of a successful marketing strategy, IMC integrates public relations, advertising, etc. online, social media and other communications elements into a cohesive entity all sharing the same message. Many organizations today are adopting this concept of IMC. Instead of dividing marketing communications into separate groups that rarely communicate, organizations are integrating all marketing disciplines under one roof, so, so every communication consistent with one message, sharing the same strategy . This also allows marketers to execute marketing campaigns more efficiently without having to jump through hoops to get approval for creative content, messaging, etc. The key to effective integration is consistency between marketing messages, and understanding that marketing is fundamentally a conversation between a company and its prospects. There is a specific marketing campaign or press release, but how the mix of disciplines and execution as to convey a message synergistically, and at every point of customer contact as possible. IMC includes the various tools, such as advertising, PR advertising, personal selling, sales promotion, direct marketing and database, sponsorship, event marketing, social media marketing and online marketing (search, banner advertising, affiliate, etc.). Since the purpose of marketing is generate revenue, increase market share, the preference of the buying unit and / or build brand awareness, companies need to find ways to do this effectively, and take an integrated marketing strategy is the first step. Examples of Nike Integrated Marketing is a great example of a company that has fully embraced the concept of integrated marketing. Its holistic approach includes traditional advertising (billboards, magazines and television), sponsorship of sports events and players like the Superbowl and Tiger Woods, and participate in online marketing initiatives, allowing consumers to customize their Nike shoes. They also spend a lot of money on search engine marketing. Nike approach allows them to communicate their message consistently across all media, while sharing that message at every point of customer contact, that is, use Nike products and that will increase your performance, regardless of what sport they are involved in. Another example is HP "The Computer is Personal again" campaign. We used various forms of media with great consistency, and took each of the individual strengths of the media. Television shared real life stories, printed many of the same stories and online extended each into a positive experience that the customer can interact with HP. The campaign also used paid search to capture queries about HP products and services. Conclusion The adoption of integrated marketing is essential in today's market. As consumers, we are bombarded with thousands of messages from thousands of different advertisers each day. It has become natural for us to filter out messages that do not appeal to the need or interest. On the other hand, as marketers, we must ensure we are doing everything we possible can reach these consumers at a time who are interested in our value proposition. This means that our message has to be where consumers are looking for all along.
