There has been an increase in the media fragmentation. With the improvement in the information technology there has been segmentation. There is requirement of the integrated marketing communication because there…
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Relationships can be enhanced through the web efforts (Gurau, 2008). 6
IMC (Integrated Marketing Communications) is entirely a new way of looking into the business related communication process. The paper aims to discuss the roles that e-communication plays in the integrated marketing communication strategy. The paper begins with the short introduction of the IMC. It describes in detail the importance and the role of IMC in the organisation. E-communication plays a vital role in IMC. It has enabled the companies to promote the brand over the internet itself commonly known as I-branding. It has also allowed an organisation to perform the marketing functions like promoting, distributing, segmenting, targeting and selling the goods to the ultimate consumers. The paper in the next phase looks at the literature review which is the study that has already been conducted by the other researchers. At first it demonstrates about the integrated marketing communication strategy then it ultimately talks about the role of e-communication in IMC. The paper will also discuss about the benefits and role of the e-communication strategies in an organisations daily activities. For the purpose of this short case study will be presented and then a thorough discussion on the case study will be conducted. The paper is beneficial in understanding the features and usability of e-communication strategy implementation in order to assimilate the various marketing efforts into a collaborated strategy.
According to Tom Duncan (2002), integrated marketing communication can be stated as “a process for managing the customer relationships that drive brand value. More specifically, it is a cross-functioned process for creativity and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven purposeful
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The customer relations that will be maintained by the organization through integrated marketing communication will lead to value increase in the organization products brands (Kitchen, &Pelsmacker, 2004, p 147). For instance, Coca Cola applied communications method to attract and retain customers through its website and CSR.
The twenty first century marketing trends present a number of challenges to marketers. There are notable transitions in customer behavior, as a market trend, besides several others as the development and the emergence of nontraditional media (Edwina & Jennifer, 2009, p.315).
Today’s business environment is highly dynamic as products offerings of most of the companies in a particular industry are similar in design, price, features, performance and core benefits, and therefore it is highly important for a marketer to differentiate them through benefits augmentation to attract targeted customers.
The global production levels of pulp based production increased by a margin of seven percent in the year 2010. This was mainly on the backdrop of increased demand of wood based products from the different segments. The total production of chemical based pulp was recorded at an impressive 45 million tons which represents a significant rise from its figures in the previous years.
Marketing communication has been in existence for long and it involved using a single marketing tool at any particular time to reach prospective buyers. Most firms enlisted the services of marketing agencies that specialized in one kind of communication such as advertising or personal selling.
Therefore, more and more companies today resort to differentiated marketing through highly focused segmentation and targeting strategies.
Having identified the segments of the markets which the company can effectively serve, given the
MC looks to counter the strategies and tactics which will be employed in the wake of the ever changing market scenarios and conditions whereas the IMC looks to present the message of the MC through a synchronized and harmonious way. Therefore it would be correct to suggest that
In general, IMC combines both the traditional and non-traditional marketing modes. The collaboration is done with modern promotional means which reinforces the marketing channels. In the modern market, numerous IMC
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