How Integrated Marketing Has Changed The Role Of Marketing Agencies
The increasing penetration of the internet across the world has changed the perspective of marketing as it is glocal time. The paramount role of marketing and communication cannot be ignored today, since we live in the world of compassion for business survival models. Also, due to such business models and consumer behavior aspirations, consumers are equal participants. Over some time, marketing communication has evolved continuously and with ongoing strategies and consumer behavior, it can be easily said that the sky is the limit and this ambition calls for Integrated Marketing Communications (IMC). The need for I ntegrated Marketing Communications (IMC) has been nurtured with an idea of integrated messaging across the platforms involved. The true motto of having uniform communication and channeling it across various platforms such as advertising, sales promotions, the internet and media, public relations , and even direct marketing. It can easily be reached to the target audience