As we look at the evolution of strategic communications, one thing will never change – organizations will always have stories to tell and people who need to hear them. What has changed is HOW we develop and disseminate each story. Eric Morgenstern explores strategic communications in today’s multichannel environment.
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.