Most media plans are still built channel by channel. ❌ But consumers don’t experience brands that way. That’s why strategic “impact” Integrated Marketing Communications (IMC) plans outperform performance-only media. There are two principles that matter most: 1️⃣ IMC shifts planning from channel silos to a consumer journey mindset  A great example comes from Analytic Partners’ ROI Genome. In a siloed view, Paid Search ROAS can make it look like paid search drives 100% of e-com