7 Integrated Marketing
Communications
Kitty Shaw
If a brand like Apple supported a campaign about the impact on society of
people spending too much time on their laptops and phones, or launched a
very basic mobile phone would you think this was strange? This is because
Apple has a very clear market positioning based on providing cutting edge
technology products, which enhance people’s lives. This positioning is evident
in everything from its sleek product design to all of its marketing and customer
communications across multiple channels. All of their communications are
integrated to support their market positioning and brand values. This chapter
discusses integrated marketing communications, why it is important for busi-
nesses and how to go about delivering an integrated approach. The chapter also
looks at the challenges of doing so and the future of integration. It links to the
case study on Standard Life plc, which is included in Chapter 12.
Integrated Marketing Communications is commonly abbreviated to IMC
and this chapter will use this shorthand.
Defining Integrated Marketing Communications
The term ‘integrated marketing communications’ was first coined in the 1990s
and captured the need for marketers to co-ordinate their communications
better, both across their different audiences or stakeholder groups, and their
communications channels and promotional tools. Organisations may have
worked with a number of specialist creative agencies or intermediaries for dif-
ferent elements of their promotional mix, including advertising, direct mailings,
public relations and sponsorship, while customer service communications were
handled by another part of the organisation. IMC is about ensuring that all of
these elements are joined up and present a unified positioning and image across
all communications – both internal and external.
