Strategic Insights and Challenges in Integrated Marketing Communication: A Secondary Data Review Focused on the Automotive Industry

Abstract : Integrated Marketing Communication (IMC) has become a crucial strategy for aligning various marketing channels to convey a unified brand message. This paper examines the obstacles and strategic insights related to IMC, particularly in the automotive industry, through a thorough review of existing literature. By evaluating secondary data sources, the research identifies significant issues such as maintaining message consistency, integrating digital platforms, and engaging customers. It also investigates strategic methodologies like customer-focused marketing, digital advancement, and emotional branding that have been adopted to address these challenges. The results highlight the significance of a comprehensive IMC strategy in improving brand equity and fostering customer loyalty within the automotive sector.