author(s)
Shafique Ahmed, Dr. Samiran Sur, Dr. Mainak Chakraborty, Arpita Das, Gargi Ghosh and Ayanangshu Mondal

abstract
In the current digital setting, this article explores the dynamic landscape of integrated marketing communication (IMC). In this modern world customers are inundated with a variety of messages across numerous platforms. IMC helps us in understanding how to harmonize and synchronize these messages to effectively engage audiences. By harmonizing messages across different channels, brands can create a more memorable and impactful experience for their target audiences. This research article explores the effective strategies and outcomes of IMC in the digital age. For consumers, IMC can lead to a more positive and seamless brand experience. When consumers receive consistent messages from a brand across different channels, they are more likely to develop trust and loyalty towards the brand. The paper also looks into how IMC affects brand perception and consumer involvement. It investigates how the incorporation of messaging improves brand recall and encourages a deeper relationship with customers. This study emphasizes the critical position of IMC in the current digital ecosystem. The study deconstructs the complex idea of IMC, looking at its fundamental ideas and how it contributes to the development of coherent, consistent, and engaging brand narratives. The study investigates how IMC has developed to embrace a wide range of communication channels as digital technologies continue to transform the marketing landscape. Finally, the study will help us to formulate effective IMC integration to cater to the different customer bases in modern marketing.