The challenges for Integrated Marketing Communication: My perspective at CQ 15

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Symbiosis Institute of Mass Communication Bangalore conducted a panel discussion on integrated marketing and communication (IMC) as part of their flagship event- Communication Quotient (CQ) 15. I was invited as part of the panel.

I have been a long time watcher of IMC and I have never really understood how organizations can survive by not integrating all their communication. The truth unfortunately is that communication is often considered the realm of the branding or marketing teams and the rest of the organization is pretty clueless about what to communication, when and how.

It was left to certain organizations like IBM who tried to integrate their communication under one umbrella through the “Smarter Planet ” Campaign. Certain other successful campaigns included the ‘Don’t be Evil “campaign ¬†from Google and ‘Das Auto’ from BMW.

But the biggest challenge today is fragmentation of media. The good old days of controlling the channels is over. The very fact that you are reading my blog means that you believe that the power of the new medium that continues to challenge the older mediums. The fragmentation will bring about a change in the way marketers behave. Technology savoy marketers, who are comfortable to roll up their sleeves and are individual contributors as well as team players would do well. The era of managers in truly over unless that manager is able to contribute individually to marketing and is savvy with new channels.

Also a marketer has to constantly experiment with new technology, work with start ups and find ways to justify the investments.

I will post some videos from that session do watch out for those…



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