299 Copyright © 2018, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 16 DOI: 10.4018/978-1-5225-2599-8.ch016 ABSTRACT Integrated Marketing Communications (IMC) was gaining popularity even before the World Wide Web. But with the explosion of online marketing, it is nearly impossible to avoid integration. This chapter will explore how digital and mobile marketing are dictating such changes in marketing. An overview of modern mobile marketing practices and trends builds upon a comparison of the traditional marketing mix (4 Ps) with a more consumer-oriented concept of 4 Cs. As products are being replaced with con- sumers, promotion with communication, place with convenience, and price with cost, the rise of mobile devices and the mobile Internet brings up a multitude of new concepts into traditional marketing theory and practice. Supplemented with best industry examples, the review of emerging mobile marketing concepts moves from broad online strategies, like inbound marketing, to very mobile-specifc trends, like the Internet of Things. INTRODUCTION Over the past two decades, marketing, advertising, branding, public relations, direct sales, packaging, point of purchase, sales promotions, special events, direct response and social media have all become intertwined by the increasingly popular strategic approach of “integrated marketing communications” (IMC). In many organizations now one unit encompasses all of these activities. The theoretical and pragmatic basis for this approach is that all of these activities in an organization can and should help overcome common challenges, influence the same target audiences, pursue the same goals and objec- tives, and coordinate their strategies and tactics. Marketing and Mobile: Increasing Integration Kenneth E. Harvey KIMEP University, Kazakhstan Yulia An The Ilmenau University of Technology, Germany