05. What does IMC stand for and what is an integrated campaign?

Integrated marketing communication (IMC) can be defined as the process used to unify marketing communication elements, such as public relations, social media, audience analytics, business development principles, and advertising, into a brand identity that remains consistent across distinct media channels.

An integrated marketing campaign combines multiple channels such as content, email, display advertising and social media in order to promote a consistent message to a specific audience. The main goal of most integrated campaigns is to convert viewers into customers.