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Integrated Marketing Mix

Updated: Apr 19, 2019

An integrated marketing communications mix is used to reach, engage, and provoke audience-centered conversations in the most effective and cost-efficient way possible.

Successful integrated marketing communication strategies consists of four types of messaging and basically five integrated tactics.

The four types of messages are:

  1. Informational

  2. Emotional

  3. User-generated

  4. Branding Content

The five integrated tactics are:

  1. Advertising both traditional and digital

  2. Public Relations which consists of Publicity and Media Outreach

  3. Sales Incentives and Promotional Offers

  4. Direct Marketing and Response

  5. Naturally Personal Selling

Media represents the last essential category in your marketing mix. A good media strategy will consider the form, source and functionality of the media. But new innovative touchpoints are being created every day so it’s very important to stay abreast of all the latest media outlets and new channels of distribution.

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