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

The entire Integrated Marketing Communication ecosystem is alive 24/7 every day of the year. 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 author's 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, and the value exchange.Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era:Integrates the three foundational IMC documents—consumer profile, creative brief and media plan.Presents and identifies critical metrics for the usage of digital tools: digital display ads, content marketing, ecommerce, email, mobile, search, social, social analytics, and streaming audio and video.Details budgeting, data analysis and creative strategies—plus the tactics to yield success.Explains how to apply strategic and theoretical approaches to message creation.Describes marketing and messaging automation software that powers data driven IMC—cloud marketing platforms, programmatic media buying,Helps readers to talk-the-talk! The title uses language and terms as they are applied in the marketplace.