Abstract
With the challenges presented by a constricting marketplace and shifting demographics, enrollment marketers are under increased pressure to improve recruitment outcomes. To recruit, enrollment marketers must navigate an increasingly complex media environment effected by, media fragmentation, cluttered media experiences, multitasking and evolving media-related consumption behaviors, disjointed customer journeys and shorter paths to purchase. Outside of the industry, this has sparked a renewed interest in integrated marketing communications and cross-channel synergies. Drawing on a review of relevant academic research and guided by enrollment marketing needs, the author offers insight and cross-media applications to strengthen integrated marketing efforts across consumer touchpoints. With an enhanced understanding of integrated marketing communications (IMC) and cross-channel effects, practitioners can develop more effective recruitment campaigns and produce better marketing outcomes.
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