When the user wants to plan integrated marketing, coordinate channels, or clarify program vs channel vs campaign. Also use when the user mentions "IMC," "integrated marketing," "channel mix," "marketing program," "PESO model," "integrated marketing communications," "omnichannel marketing," "channel strategy," "marketing mix," or "cross-channel campaign." For content planning, use content-marketing.
Guides Integrated Marketing Communications (IMC) strategy. IMC coordinates all marketing channels to deliver a consistent message and unified customer experience. Companies using integrated approaches achieve ~25% higher marketing ROI; optimized channel mixes outperform by ~27% in acquisition efficiency.
When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
| Term | Definition | Examples |
|---|---|---|
| Program | High-level strategy; collection of channels to achieve a discrete goal | Thought leadership program, lifecycle program, loyalty program |
| Channel | Specific medium/platform for communication | Email, LinkedIn, SEO, paid ads, events |
| Campaign | Time-bound initiative using one or more channels |
| Product launch, seasonal sale, holiday giveaway |
Relationship: Program contains campaigns; campaigns use channels. Avoid using terms interchangeably.
Organize communications into four integrated categories:
| Type | Examples | Role |
|---|---|---|
| Paid | Ads, sponsored content, influencer partnerships | Immediate reach, targeting |
| Earned | PR, media coverage, organic mentions | Authority, credibility |
| Shared | Social engagement, co-created content, EGC | Community, authenticity |
| Owned | Website, blog, email, content hub | Strategic foundation; anchor |
Best practice: Owned media as anchor; sequence PESO intentionally. Integration over silos--all four work together for synergy.
| Stage | Focus metrics |
|---|---|
| Early (traffic) | Website traffic; organic traffic; keyword rankings |
| Channel testing | ROI (influencer), LTV (discount), ROAS (paid) |
| Monetization | CAC, conversion rate |
| Scale | MRR, ARR |
Principle: Growth is a means, not an end—it serves conversion and monetization. Don't pursue traffic at the cost of user precision or long-term brand health.
Map touchpoints across the lifecycle to avoid channel silos:
| Stage | Touchpoints |
|---|---|
| Awareness | PR, ads, word-of-mouth, email, PPC |
| Consideration | Social ads, reviews, blog, media, direct email |
| Purchase | Website, e-commerce, store |
| Retention | FAQ, knowledge base, community forum |
| Advocacy | Social, blog, promotions, newsletter |
Use: Assign channels to stages; ensure handoffs (e.g. awareness → consideration) are intentional. See growth-funnel for AARRR framework.
When selecting channels, evaluate across:
| Variable | Question |
|---|---|
| Goal | Awareness, acquisition, loyalty? |
| Cost | Budget; CAC vs LTV |
| Measurability | Can you attribute impact? ROI clarity? |
| Speed | Time to full impact |
| Scale | How big can this channel get? |
| Fit | Does target audience use it? |
| Effort | Resources to set up and maintain |
| Program | Channels | Goal |
|---|---|---|
| Thought leadership | PR, social, influencers, spokespeople, events | Brand authority |
| Lifecycle | Email, website chat, retargeting, SMS | Conversion, retention |
| Loyalty | Email campaigns, promotions, personalized offers | Retention |
| Brand awareness | Content marketing, influencer partnerships, PR | Reach |
Content marketing: See content-marketing for content types, formats, repurposing across channels.