SKILL.md
Strategies: Integrated Marketing (IMC)
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.
Program vs. Channel vs. Campaign
| 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.
PESO Model
Organize communications into four integrated categories: