Marketing has fundamentally changed over the years. Today, IMC has morphed into omnichannel marketing, which better describes the myriad of communications channels that comprise a fully integrated program. In addition to focusing on pure marketing channels (paid, earned, shared and controlled), omnichannel marketing includes ALL of the touchpoints that build your brand.

Content is the fuel that drives every facet of your omnichannel marketing program in one way or another. Brian Van Note explains the importance of creating great content to feed your marketing approach.

Controlled media gives you the power to formally craft your message and present it to your target audiences in an organized way. Learn tips for developing controlled content, as well as how this channel contributes to your omnichannel strategy. 

Comprised of social media platforms, the shared media channel is the most “social” channel in omnichannel marketing. At its core, this channel serves as the mouthpiece for businesses, allowing them to leverage their paid, earned and controlled media with not only their current customers, but with the world. Learn what questions to ask to create a successful shared channel strategy. 

Using the earned channel as part of your omnichannel marketing approach will help you gain awareness and guide prospects on their buyer’s journey. Learn more about the earned channel in Tricia McKim’s blog post.