The continuously shifts on the emphasis placed on the various IMC tools are an attempt to increase efficiency and maximize the impact of the IMC campaign. There are a few factors that affect these shifts:

• Changes in technology. Technology is one of the main catalysts for today’s changes in how marketing is done. Traditional media channels (newspapers, television) not only face competition from the new, emerging media channels (i.e. social media) and new sales channels (i.e. e-commerce) but they are affected by technological changes in other markets and industries. For example, the increasing popularity of personal video recorders that allow customers to “zap” the commercials has affected the coverage of television advertising.
• Increased number of information sources for consumers. Easier access to more and more information and the possibility of people to network with each other has put the customer “in control”. People value other people’s opinions. With social media anyone can set up a website and voice their views. Anyone can visit online meeting places like Digg and Reddit and promote the voices and opinions of others, and anyone can mobilize a group around a common cause on Facebook or elsewhere.
• Changes in customers’ behavior, lifestyle, wants and needs. With all the clutter and the increased competition, analyzing the cycle of customers activities that lead to the sale or are related to the product can provide useful insights on “new” channels that can be used to deliver the message. Changes in the behaviour (i.e. a good percent of young people spend more time online than watching TV) can influence the choices of IMC tools used.
• Avoid competition and clutter. In North America for example, a Canadian is exposed on average to 1800 ads per day and an American to over 3000. The “ad-fatigue” and clutter has reduced substantially the efficiency of the advertising campaigns. By choosing a less-cluttered channel an advertiser can avoid competition and deliver his/her message more efficiently. However the channel should still be able to deliver the message effectively.