Changing Technology and Integrated Marketing Communications - Coursework Example

Discuss the Ways That Changing Technology Impacts On Integrated Marketing Communications Table of Contents Introduction 3 Marketing and Its Role within Business 3 Operations of Marketing Functions within Business 4 Integrated Marketing Communications 5 Impact of Changing Technology on Integrated Marketing Communications 5 Conclusion 7 References 9 Introduction In context to the challenging present day business environment, companies need to strategize their move in accordance with the demands of the customers targeted in the marketplace. In this regard, diverse strategies need to be formulated by companies to obtain a competitive and sustainable positioning in the market against the rivals. Notably, the approaches of conducting operations by companies within the global arena have seen a transformation due to the fluctuating trends of the consumer buying behaviours (Smith & Round, 1998). Thus, effective decisions have become most essential in the domains of operations, marketing, human resource and financial aspects, forming the base of modern organisations for a better and effective strategy implementation. From the above mentioned functions of the business units, the role of marketing and the strategies associated with it are deemed to be quite vital for ensuring a competitive edge (Pearson, n.d.). It is thus that in order to assure that a particular company is able to interact with the customers in an effective manner, marketing functions act as immensely important (Fernando, 2010). Contextually, this particular essay will intend to describe the ways through which changing technology has impacted on the process of integrated marketing communications for companies. Marketing and Its Role within Business Marketing is one of the most important activities in the present day business context owing to the aspect that it directly relates with communicating with the customers and enhancing their awareness about the products or services on offer at the same time (Oswald, 2007). Marketing activities primarily include brand management, equity management and promotion among others. These activities act as quite vital to enhance the sustainability as well as reputation of the business in comparison to that of the rivals. Marketing activities also imposes a direct impact on the sales of the business since companies that are ahead with their promotion, advertising and branding are deemed to stay ahead with their sales as well. This is because of the fact that proper execution of the marketing activities result in increasing awareness of the customers about the quality of the products and services that further influence their buying behaviour in a positive manner. Furthermore, it has also been noted that growth and sustainability of any business is dependent on the reputation of the business and the subsequent image created amid the customers. In this context, the role of marketing is quite important in creating a positive image of the business to its potential customers. Hence, the importance of marketing for any business unit is quite apparent (Lee, 2000). Operations of Marketing Functions within Business There are several key functions that are associated with marketing functions in relation to the operations of any business. The first function in this regard is market research. It is believed that whenever a particular business emerged with a new product or/and service or enter into a new market, they need to have a better understanding of the tastes and preferences of the customers along with comprehending the structure of the market. In this context, marketing strategies and frameworks depict a prominent role (Kotler & Keller, 2011). Risk assessment is also an important part of the marketing functions within any business unit. The results that are acquired from analysing the markets are further used by corporate to obtain an insight on the risk factors that can hinder its success potentials at large. Likewise they strategise their plans accordingly. Furthermore, it has also been learnt that pricing and promotional strategies of any business are devised on the basis of the understanding of the market that is acquired from conducting research through marketing (Chernatony &McDonald, 2011). Hence, this makes the operations of marketing functions within any business quite apparent. Integrated Marketing Communications Integrated marketing communications primarily refer to the basic approach of companies to interact and relate with the customers or the potential buyers. It is a systematic procedure of using brand management and other marketing activities to influence the buying behavior of the customers in a consistent manner altogether (Aaker, 2009). It is also defined as an approach of the business units to determine the accomplishment of the organizational goals with regard to marketing. Diverse range of promotional and advertising methods is considered to be an integral part of integrated marketing communications in the present day business context. It has accordingly been learnt that the primary goals of such marketing concept is to determine a better relationship with the customers so that it can influence the sales and overall growth of the business in a positive manner. It has also been learnt that there are numerous key components of integrated marketing communications that are inherently associated with business functions. These factors include organizational culture, customer’s perceptions, advertising through diverse medium, direct marketing, e-commerce and public relations among others (Aaker & Biel, 2013). Effectiveness in all the aforementioned factors certainly results efficiently for the overall integrated marketing communications. Impact of Changing Technology on Integrated Marketing Communications With the advancement of technology, the approaches of conducting numerous business operations have also changed (Anastasia, 2005). This transformation has also been noticed in the execution of the marketing activities within the business. Notably, integrated marketing communication, which includes numerous activities, has seen a rapid development with the advancement of technology. Correspondingly, marketing activities that are executed under integrated marketing have significant influence on the decision making of the buyers (Rajasekar & et. al., n.d.). It is worth mentioning in this regard that performances of technologies have direct impact on the overall marketing activities of business units, as technology enable companies to develop better communication with the customers or the potential buyers (Mihart, 2012). Consistency in the messages and flow of information in the business also has a major impact on the level of efficacy within the integrated marketing activities. However, the impact of the technology on marketing has been quite prominent with the emergence of internet and social media in the scene (Maplestone, 2013). With the emergence of technology, such as mobile devices, internet and social networking the overall media landscape had transformed immensely, which has further enhanced the marketing operations of the companies in the global platform. In the presence of internet, people can have easy access to information at any point of time about a particular business and their offerings, while traditional marketing techniques were only limited towards advertising products on print and paper media that was suppose to engage only a limited customer base (Sandhusen, 2000). In the presence of technological medium, such as internet and social media, companies are now able to interact in an efficient and instant manner with the customers further reaching a wider customers base within their offerings. Thus, in the present day context, companies are promoting their products and services largely on internet and other technological mediums extensively, further enhancing the probability of ensuring business growth and sustainability (Olenski, 2012). Through internet and social networking, companies are also able to leverage the benefit of large potential youth customers that can also impact the sales of the business in a positive manner. These mediums are also deemed to be much more effective by saving or reducing the cost of marketing expenses of the business (Shah & D’Souza, 2009). This can be justified from the fact that marketing activities executed via online media are much more efficient and at the same time are cost and time efficient. Furthermore, it has also been comprehended that with the advent of technology, maintaining public relations has become quite convenient for the companies. This is because of the fact that companies use their official websites to communicate and assist the customers with regard to their queries. This has also helped towards strengthening the relationship amid the customers and companies in a comprehensive manner (Percy, 2008). E-commerce has evolved as one of the most vital developments in the field of integrated marketing (Kitchen & Burgmann, 2010). With concepts such as Search Engine Optimization (SEO) and mobile marketing, companies are also able to ensure their awareness amid a wider base of buyers. Telemarketing and internet promotion are appropriate examples of such approach of the business units. Hence, it can be apparently stated that companies are ensuring optimum utilisation of latest technologies in their business especially in the integrated marketing domain to attract the attention of the customers and influence the same with regard to their buying preferences (Dover & Dafforn, 2011). Conclusion From the overall analysis of the paper, it can be comprehended that in the challenging modern day business environment, ensuring efficacy in each and every domain of the business has become quite prominent and inevitable for the companies. Likewise, transformations have also been witnessed in the marketing operations of the companies especially with the advent of latest technologies. Illustratively, with the emergence of the technologies like internet, social networking and mobile devices, efficacy of the marketing activities of the business units has enhanced prominently. With the use of such technologies, companies are able to interact more conveniently with the customers, which further reflect positively in their overall business operations. Hence, it can be concluded from the overall analysis that marketing has been one of the primary operational parts of the companies and with the emergence of technology, significant transformations has been identified in the integrated marketing approach. References Anastasia, C. M., 2005. Globalization and Its Challenges To Marketing In Micro Enterprises. Home. [Online] Available at: http://www.professorc.org/Globalization_on_a_Shoestring_-_Anastasia.pdf [Accessed November 06, 2014]. Aaker, D. A., & Biel, A., 2013. Brand Equity & Advertising: Advertisings Role In Building Strong Brands. Psychology Press. Aaker, D. A., 2009. Managing Brand Equity. Simon and Schuster. Chernatony, L. D. D., McDonald, M., 2011. Creating Powerful Brands. Routledge. Dover, D. & Dafforn, E., 2011. Search Engine Optimization (SEO) Secrets. John Wiley & Sons. Fernando, A. C., 2010. Business Environment. Pearson Education India. Kotler, P., & Keller, K., 2011. Marketing Management 14th Edition. Prentice Hall. 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