Transition to new IMC – is it making a marketer’s job easier or harder?

Integrated Marketing Communications, IMC for short, refer to a process for managing the customer relationships that drive brand value.

Over the years as customers have evolved so have IMC methods.

Traditionally, marketers would send their marketing communications only via media channels which they had control over. This is a little too basic and streamlined for the technologically advanced society which we live in today.

Now consumers hold much more power in regard to marketing communications. Consumers have the ability to co-create communications via social media and other new channels.

Therefore, the importance of a marketer’s own communications is diminishing, and the importance of consumers marketing communications is skyrocketing.

This led me to ponder whether this increasing role of consumers in co-creation makes a marketer’s job easier or harder?

On the one hand, it can be seen that the lesser importance placed on marketer’s communicative messages in comparison to consumers is making their job easier.

On the other hand, the need to moderate and tailor this consumer created content can be quite tiresome work, so maybe their job is getting tougher.

What’re your thoughts – is a marketer’s job getting easier or harder in this new age of integrated marketing communications? Let me know in the comments.