Technology is everywhere. From the first pot of coffee to the alarm clock for the next day, it permeates every moment of our waking lives and, in many cases, becomes a deeply personal part of our day. Social media has only deepened this connection to our personal space, and this aspect of modern life has not escaped marketers. Therefore, they are increasingly targeting social media to communicate their offers to the public. As different as this frontier is from the traditional channels of print, television and radio, some believe that a different message will work better in social media than in other marketing communications channels. Unfortunately, this thinking is wrong. The explosion of technology and social media makes integrated marketing communications more important today than ever. Integrating an organization's marketing communications, while not a new concept, is quite recent. Prior to a study completed in 1991, “there appears to be little or no formal discussion or even description of what is now called integrated marketing communications” (Schultz & Kitchen, 1997, pp. 7-8). This does not necessarily indicate that the concept did not exist; it just wasn't defined. So how do we define it? One possible definition is taken from Schultz and Kitchen's survey sent to members of the American Association of Advertising Agencies: IMC is a marketing communications planning concept that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines (e.g., general advertising, direct response, sales promotion, and public relations) … and combines these disciplines to provide clarity, coherence, and maximum communication impact...... middle of paper ...... and, L. (2012). Sustainable marketing and social media. Journal of Advertising, 41 (4), 69-84. Nash, D., Armstrong, D., & Robertson, M. (2013). Customer experience 2.0: How data, technology and advanced analytics are bringing an integrated, seamless customer experience to the next frontier. Journal of Integrated Marketing Communications, 32-39.Olenski, S. (2013, 9 19). Why integrated marketing communications are more important than ever. Retrieved 10 6, 2013, from Socialmedia Today: http://socialmediatoday.com/steve-olenski/1752361/why-integrated-marketing-communications-more-important-everSchultz, D. E., & Kitchen, P. J. (1997). Integrated marketing communications in US advertising agencies: An exploratory study. Journal of Advertising Research, 37 (5), 7-18. Tanner, J. F., & Raymond, M. A. (2010). Marketing Principles, v1.0 (eText ed.). Knowledge of the flat world.