Integrated Marketing Communication (IMC) is a vital strategic approach in the digital age, unifying diverse marketing channels like advertising, PR, and social media to deliver a consistent brand message and foster strong brand equity. Unlike traditional marketing’s fragmented efforts, IMC builds enduring customer relationships by enhancing brand awareness, shaping positive brand images, and cultivating loyalty through cohesive, data-driven interactions. Social media platforms, with their robust content marketing, influencer collaborations, and targeted advertising capabilities, serve as central hubs for digital IMC, amplifying brand narratives and driving engagement. The seamless integration of these elements ensures a unified customer experience, which is crucial for building trust and recognition in a crowded digital landscape.
Bangladesh presents a dynamic case study, characterized by high mobile connectivity, rapid social media adoption (60 million users in January 2025), and a burgeoning e-commerce market projected to reach US$13 billion by 2027. While opportunities abound, challenges such as limited digital literacy, infrastructure disparities, and a strong reliance on cash-on-delivery persist. Successful local brands like bKash and Grameenphone demonstrate that culturally resonant, localized content and integrated “super app” strategies are key to building brand equity and trust. Ultimately, consistency and authenticity across all digital touchpoints are paramount for fostering genuine connections, while comprehensive measurement of KPIs like brand awareness, engagement, and conversion rates is essential to quantify IMC’s impact and demonstrate its financial return.