Integrated Marketing Communications (IMC) and Digital Marketing: A Strategic Synergy for Sustainable Consumer Engagement

Abstract

Integrated Marketing Communications (IMC) has been widely recognized as a strategic approach to ensure message consistency, strengthen brand equity, and foster customer engagement. With the rise of digital marketing, organizations face a dynamic environment where communication channels are interactive, data-driven, and consumer-centric. This paper examines how IMC and digital marketing converge to build sustainable consumer engagement. Drawing on Communication Theory, Media Richness Theory, and Relationship Marketing Theory, the study explores how digital tools social media, content marketing, influencer marketing, and personalized campaigns reinforce IMC principles in the digital era. A systematic review of recent literature (2022–2025) identifies the role of analytics, big data, and AI-driven insights in aligning IMC approaches with consumer expectations. The findings highlight measurable outcomes, including improvements in brand awareness, customer loyalty, trust-based engagement, conversion rates, and return on investment (ROI). Additionally, the study emphasizes the contribution of digital IMC practices to value co-creation, sustainable storytelling, and transparent brand communication. By integrating traditional IMC concepts with modern digital strategies, this research proposes a framework that enables organizations to design resilient, trust-oriented, and socially responsible communication strategies, ensuring brand consistency while adapting to rapidly changing markets.