Optimizing international campaigns: The power of IMC touchpoints

Integrated Marketing Communications (IMC) has become a crucial aspect of marketing in recent years, with businesses focusing on delivering a cohesive message across all touchpoints. However, the increasing complexity of media channels and international expansion has made it challenging for marketing professionals to create effective campaigns. This study addresses the need for more research on Global Integrated Marketing Communication (GIMC) by examining touchpoints and channels in international campaigns, considering variables such as the number of countries and regions involved. Inspired by the Quesenberry et al. (2012) research, the study analyzes 368 international campaigns over a decade from the Effie Awards Database. A Linear regression analysis revealed a weak relation between the number of touchpoints and the number of countries. A combined ranking and analysis of variance (ANOVA) methodology demonstrated that the variations in mean touchpoints among regions were not statistically significant. The findings provide practical benchmarks for marketing professionals running international campaigns, emphasizing the need for tailored approaches across different regions. Moreover, this research contributes empirical insights into the GIMC landscape, laying the groundwork for future investigations into the impact of culture, language, and technology on GIMC touchpoints.