In an era when the message is as important as the medium, Penn State Lehigh Valley will host a pivotal event that promises to shed light on the complexities of integrated marketing communications (IMC).with title “Uncovering the power of integrated marketing communications — plan and maximize impact.”, this event aims to unravel the threads of consistent messaging across all platforms, a strategy known for shaping consumer behavior and improving customer experience. The gathering, scheduled for Feb. 22 from 11 a.m. to 1 p.m. on the PSU-LV campus, will feature professor Dennis Ogden, Altitude Marketing's Luis Holtzman, Lehigh's Kelly Ann Suarez, and others. , leverages the expertise of some of the biggest names in the marketing field. Valley Health Network.
The essence of integrated marketing communication
At the heart of the discussion is the concept of integrated marketing communications, a strategy that champions a unified brand message across all channels. In today's fragmented media environment, the importance of a consistent marketing approach cannot be overstated. From traditional print advertising to the dynamic realm of social media, ensuring a consistent message is paramount. This event will discuss how IMC not only influences consumer perception but also plays a key role in increasing brand favorability, especially among the elusive Gen Z demographic. It promises to dig into the dolphins.
Challenges and technical implications
However, the path to implementing an effective IMC strategy is full of challenges. Organizational silos, resistance to change, and the complexity of integrating new technology are just some of the hurdles businesses face. Speakers will examine these obstacles, provide insights for overcoming them, and highlight the benefits of a well-oiled IMC machine. The discussion will also touch on the emergence of new technologies, from marketing automation systems to customer relationship management tools, and their role in optimizing the customer's journey through personalized campaigns and effective communications.
Broader implications and future directions
Moreover, this session is not just a theoretical discussion, but also a clear call to action for businesses, marketing professionals, students, and others. As the promotional landscape changes dramatically, understanding and implementing IMC is more important than ever. The insights shared by Ogden, Holtzman, and Suarez are expected to illuminate the way forward and make a compelling case for the importance of integrated marketing strategies in today's digital age. This conversation moves beyond immediate profits to reflect on the future of marketing communications and the evolving role of marketers in creating campaigns that resonate across every touchpoint.
As the event approaches, the air at Penn State Lehigh Valley is filled with anticipation. “Uncovering the power of integrated marketing communications — plan and maximize impact.” It's not just a seminar. It is a beacon for those navigating the complex waters of modern marketing. Featuring distinguished speakers and a wide range of topics, this event promises to be a cornerstone for professionals and students looking to make their mark in the field of marketing communications.
