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

New Publication Now Available! The entire Integrated Marketing Communication ecosystem is alive 24/7 every day. 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 authors’ 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 (CX) and the value exchange. Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era by Thomas R. Flynn, James R. Smith, and Michael F. Walsh: Integrates the three foundational IMC documents―consumer profile, creative brief and media plan. Includes coverage of COVID-19’s impact across various IMC processes. Identifies critical metrics for digital tools: digital display ads, content marketing, ecommerce, email, experiential marketing, mobile, search, social, social analytics, streaming audio/video, traditional media and websites. Covers timely topics such as: AI, brand purpose, digital voice assistants and PR’s shift to social media. Details budgeting, branding, creative, data analysis, public relations, promotion, traditional and digital media strategies―plus the tactics for improving successful outcomes. Explains application of strategic and theoretical approaches to message creation process. Describes marketing and messaging automation software powering data driven IMC―advertising, cloud marketing/messaging platforms, programmatic media buying. Reviews critical regulatory and consumer protection concerns. Helps readers talk-the-talk! With language and terms as currently used in the marketplace. Highly suitable for courses or professional/certificate training programs in advertising, advertising campaigns, applied communication, digital marketing, integrated marketing communication, marketing communication, public relations, and strategic marketing.