International Journal of Marketing and Management Research Vol. 8, Issue 7, July 2017, Impact Factor; 5.108 ISSN: (2229-6883) www.skirec.org Email Id: skirec.org@gmail.com An International Double-Blind, Peer Reviewed, Refereed Open Access Journal - Included in the International Indexing Directories Page 15 INTEGRATED MARKETING COMMUNICATION TO INTERACTIVE MEDIA CONTACT POINTS: A LITERATURE ANALYSIS Ridhima Bhanot Sharma Research Scholar, Amity University, India Dr. Marshal Mukesh Sahni Dean Student Welfare, Professor of Strategy & Marketing, Amity University, India ABSTRACT The rapid shift from analogue to digital to interactive is happening globally. Interactive is the future of marketing. Increasing number of people browsing content through smartphones, downloading apps, enhanced usage of laptops, tablets, I-pads are clear indicators for brands to adapt to this interactive wave. Interactive Media is reshaping the industries and reinventing the ways consumers shop. A tremendous shift has been observed from marketing perspectives with advancing technologies. The research paper takes a closer look at the foresaid issue and examines how Brand Communication through Interactive Media Contact Points is advancing via Literature Analysis. KEYWORDS Interactive Media, Contact Points, Brand Communication, Digital Media, IMC