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The core principle hasn't changed over time but the addition of different mediums has made it different as to how it is to be implemented.
In today's day and age of technology, executing IMC campaigns is far more easier via digital mediums like social media and google adwords rather then the traditional mediums like hoardings and billboards.
It's not evolution but rather an adaptation to current marketing trends.
Let’s evaluate the key differences between the evolving market definitions to understand how the perception and role of integrated marketing communications has progressed.
The concept of integrated markeitng evolved the approch of marketing which work to interect with audiance directly through different ways like Adertisment, direct selling, direct marketing and sales promotions.
Evolution of Marketing After the growth of the economy and the boom of production 200 years ago in the era of Adam Smith, and developments have grown to the present day, and we have come to marketing via smartphone.
'Marketing Communication' dates bak roughly 100 years starting with advent of Brands mass marketing their products & can be broadly split into 3 distinct phases:
- Pre 1950s dominated by Radio, Press & Outdoor as available Mss Media
- From 1950s till turn of the Millenium ( 2000) with Advent of Television as primary Mass Media any integrated communication plan centred on a TV Plan with other media as addons
The basic idea of Integrated Marketing Communication till the turn of the century was to reach the Brand's target consumer for the longest duration during the day through multiple media available
- Post 2000 or more specifically 2010 with full scope of Digital Age emerging, the underlying shift in any Integrated communication Plan has shifted from trying to reach out to as many more of the Brand's Target segment to reaching out 360 degrees to each consumer as intensely as possible including their views / comments/ feedback being taken into account. This is primarlly 'smartphone' led in today's world focussed on Social Media & Google reach
