Embrace IMC of the 21st Century

In the article, "Deal Head on With the New Complexities of Integrated Marketing," Marsha Lindsay addresses embracing Integrated Marketing Communications of the 21st century.  While it's a struggle for organizations to embrace, it's important to understand why it's necessary to succeed.

Lindsay points out several issues that organizations face as they try to implement IMC into their organizations.  Some of the issues include time, "aligning teams in organizations," and feeling incapable because of all the factors they are to consider when putting the IMC program together.

There are 5 steps that Lindsay suggests will aid organizations as they embrace IMC of the 21st century.

1. Double check the organization's accepted view of who its target audience is and what they want.
2. "Unearth, imagine and create a meaningful role that gives your brand a reason to be in the lives of your target."
3. "Have a clear behavioral objective that defines success overall and the behaviors you are trying to achieve with each tactic."
4. "Become an expert in the science and practice of organizational change."
5. "Every organization needs to foster and encourage leaps of creativity."

Why are these elements important for students and young professionals?  They are important because now is the time to begin developing your IMC expertise.  If you understand the 5 steps listed above, you can begin thinking about them as you start your first internship or your entry level position.  Knowledge of these elements can help you stand out in the workplace.  You can make valuable suggestions, which will WOW your manager and those around you.

Altogether, the main benefit of knowing the 5 elements is simple, but important.  Know hem to impress and grow as an IMC guru.  Who wants a job after graduation or wants to move up the ladder in their organization?  You.(Hopefully.)  Prepare yourself for the future and become more knowledgeable about how to embrace IMC of the 21st century.