At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating all the promotional tools, so that they work together in harmony.
Horizontal Integration (HI) occurs across the marketing mix and across business functions – for example, production, finance, distribution and communications should work together and be conscious that their decisions and actions send messages to customers.
While different departments such as sales, direct mail and advertising can help each other through Data Integration.
Vertical Integration (VI) means marketing and communications objectives must support the higher level corporate objectives and corporate missions.
Internal Integration (II) requires internal marketing – keeping all staff informed and motivated about any new developments from new advertisements, to new corporate identities, new service standards, new strategic partners and so on.
External Integration (EI), on the other hand, requires external partners such as advertising and PR agencies to work closely together to deliver a single seamless solution – a cohesive message – an integrated message.
