Integrated Marketing Communications (IMC) can be defined as the process where the brand is supported and developed through a clear and consistent message across all internal and external channels. This is a long-term strategy and can never be defined as a single campaign. IMC provides the right information and the right time for each customer during the buyer’s journey. 

Business often change their marketing strategies due to changes in their agency, maybe a new CMO or the business is going dry, but it is always important to remember that when these changes happen, the brand message needs to be preserved throughout the company and the customer’s perception. It is the main goal of marketers to develop integrated marketing communications that translate seamless across all levels of the organization so they can be targeted to the customers in a successful way.