The entire Integrated Marketing Communication ecosystem is alive 24/7 every day of the year. Data skills and knowing metrics are more important than ever.

Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era is a data-driven, consumer centric approach that's in sync with today's always-on IMC environment. Based on the author's work experience in IMC and related fields, the publication focuses on the most durable principles of IMC, stressing best industry practices, such as: digital transformation, the consumer journey with touchpoints, enhancing the consumer experience, and the value exchange.

Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era:

• Integrates the three foundational IMC documents—consumer profile, creative brief and media plan.
• Presents and identifies critical metrics for the usage of digital tools: digital display ads, content marketing, ecommerce, email, mobile, search, social, social analytics, and streaming audio and video.
• Details budgeting, data analysis and creative strategies—plus the tactics to yield success.
• Explains how to apply strategic and theoretical approaches to message creation.
• Describes marketing and messaging automation software that powers data driven IMC—cloud marketing platforms, programmatic media buying,
• Helps readers to talk-the-talk! The title uses language and terms as they are applied in the marketplace.