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First reads
- What integrated marketing communications is, and what it is notExplainerWhere the idea came from, how its definition moved from consistent tools to a managed business process, how it differs from multichannel and omnichannel, and the misreadings that keep it shallow.
- The IMC models: relationships, pillars, PESO and the stages of integrationExplainerFour models that shape how integration is planned: Duncan and Moriarty's relationship model, Kliatchko's four pillars, Gini Dietrich's PESO model and Schultz's stages. What each asks, how they differ, and when to reach for which.
- Touchpoints and the customer journey: from the funnel to the messy middleExplainerEvery contact with a brand is a message. How the consumer decision journey replaced the funnel, what Google's messy middle adds, how business buying groups decide, and how to map touchpoints to objectives.