Interactive marketing communications is the coordination of the promotional mix elements with each other and with the other elements of the brand's marketing mix such that all elements speak with one voice.

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Interactive marketing communications refers to the integration and coordination of different promotional tools such as advertising, sales promotion, personal selling, direct marketing, and public relations, to deliver a consistent and unified message to the target audience. The aim is to create a seamless and interactive experience for the customer, where all touchpoints with the brand reinforce the same message and tone, and encourage engagement, interaction, and conversion.

Interactive Marketing Communications Is the Coordination of the Promotional Mix