integrated-marketing

SKILL.md

Strategies: Integrated Marketing (IMC)

Guides Integrated Marketing Communications (IMC) strategy. IMC coordinates all marketing channels to deliver a consistent message and unified customer experience. Companies using integrated approaches achieve ~25% higher marketing ROI; optimized channel mixes outperform by ~27% in acquisition efficiency.

When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Program vs. Channel vs. Campaign

Term
Definition
Examples

Program
High-level strategy; collection of channels to achieve a discrete goal
Thought leadership program, lifecycle program, loyalty program

Channel
Specific medium/platform for communication
Email, LinkedIn, SEO, paid ads, events

Campaign
Time-bound initiative using one or more channels
Product launch, seasonal sale, holiday giveaway

Relationship: Program contains campaigns; campaigns use channels. Avoid using terms interchangeably.

PESO Model

Organize communications into four integrated categories: