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Research objective to be addressed: To discuss marketing, marketing communication, integrated marketing communication and OOH advertising media from a. After the introduction of Integrated Marketing Communication (IMC), it has developed into one of the most influential managerial structures and. Developing the Integrated Marketing Communications Program. Chapter Objectives. 1. To examine the marketing communication func- tion and the growing.
All forms of marketing communications are present on the web and the dyad and battle between television advertising and web advertising is no longer relevant. The convergence of all media into web-like forms suggests Copyright Music Business Eduction 4 that the web is actually media neutral resulting in kind of level playing field that further heightens the need for an orchestrated, integrated dance.
Some key things to look for include:! There should be no isolated promotional items avoid random ill redirected or ill-timed collateral. If you can determine the how on a daily basis the typical audience member interacts with various media by creating an avatar and then confirming via research then you have a good chance of determining touchpoints.
These existing interactions can and should be incorporated into new planning a new IMC campaign. As much as any organisation can befriend customers, and IMC plan should seek to create or enhance genuine relationships. These two staffing issues have caused high turnover in many sales forces.
Another weakness of personal selling is message inconsistency. Traditional direct marketing activities include mail, catalogs, and telemarketing. Telemarketing contacts prospective customers via the telephone to pitch offers and collect information.
Today, direct marketing overlaps heavily with digital marketing, as marketers rely on email and, increasingly, mobile communications to reach and interact with consumers. The Purpose and Uses of Direct Marketing The purpose of direct marketing is to reach and appeal directly to individual consumers and to use information about them to offer products, services and offers that are most relevant to them and their needs.
Direct marketing can be designed to support any stage of the AIDA model, from building awareness to generating interest, desire, and action. Direct marketing, particularly email, also plays a strong role in post-download interaction.
Email is commonly used to confirm orders, send receipts or warrantees, solicit feedback through surveys, ask customers to post a social media recommendation, and propose new offers.
When a person moves or makes a significant download like a car or a home, these details become part of the criteria marketers use to identify who will be a good target for their products or services.
Integrated Marketing Communications Books
With electronic media, the information flow about consumers opens the floodgates: marketing databases capture when a consumer opens an email message and clicks on a link. Mobile marketing adds another dimension of personalization in direct-to-consumer communications. It allows marketers to incorporate location-sensitive and even activity-specific information into marketing communications and offers.
When marketers know you are playing a video game at a mall, thanks to your helpful smart phone, they can send you timing-, location- and activity-specific offers and messages.
Direct Marketing in Action How does this work in practice? Moving into the digital world, virtually any time you share an email address with an organization, it becomes part of a database to be used for future marketing.
Integrated Marketing Communication : A Review Paper Corresponding author :
Advantages and Disadvantages of Direct Marketing All this data-driven direct marketing might seem a little creepy or even nefarious, and certainly it can be when marketers are insensitive or unethical in their use of consumer data.
However, direct marketing also offers significant value to consumers by tailoring their experience in the market to things that most align with their needs and interests. Direct marketing can be a powerful tool for anticipating and predicting customer needs and behaviors. Over time, as companies use consumer data to understand their target audiences and market dynamics, they can develop more effective campaigns and offers.
Organizations can create offers that are more personalized to consumer needs and preferences, and they can reach these consumers more efficiently through direct contact. Because it is so data intensive, it is relatively easy to measure the effectiveness of direct marketing by linking it to outcomes: did a customer request additional information or use the coupons sent?
Did he open the email message containing the discount offer?
How many items were downloadd and when? And so forth.
Although the cost of database and information infrastructure is not insignificant, mobile and email marketing tend to be inexpensive to produce once the underlying infrastructure is in place. As a rule, direct marketing tactics can be designed to fit marketing budgets. Among the leading disadvantages of direct marketing are, not surprisingly, concerns about privacy and information security.
Direct marketing also takes place in a crowded, saturated market in which people are only too willing to toss junk mail and unsolicited email into trash bins without a second glance. Electronic spam filters screen out many email messages, so people may never even see email messages from many of the organizations that send them. Heavy reliance on data also leads to the challenge of keeping databases and contact information up to date and complete, a perennial problem for many organizations.
Finally, direct marketing implies a direct-to-customer business model that inevitably requires companies to provide an acceptable level of customer service and interaction to win new customers and retain their business. Digital Marketing: Web Sites Inform, Entice, Engage Digital marketing is an umbrella term for using a digital tools to promote and market products, services, organizations and brands. As consumers and businesses become more reliant on digital communications, the power and importance of digital marketing have increased.
Need to know checkpoints drive home important details that nurture good decision-making. Margin definitions provide handy definitions of key terms. Strong End-of-Chapter Pedagogy clinches all the key issues that are presented in each chapter.
These include Self-review questions, Projects, Comprehensive references, and Selected further reading. Full glossary serves as an additional resource for students. Ground-breaking CD!
CD Unique and innovative, Integrated Marketing Communications, 2e, now comes with a CD with robust and visually tantalising materials to enhance learning. CD resources 1 Presentation to provide students with an overview of the book and introduce them to the key models and principles of Integrated Marketing Communications IMC.
This slide show alerts students to the interactive component of the text and serves as a useful revision aid.A common example of direct response advertising is in television "home shopping immediately to receive a particular deal or discount.
As your market relates to your story or any presentation, they develop trust and familiarity, which are essential factors in any business-to-consumer transactions. Did he open the email message containing the discount offer? Email marketing can be done to either sold lists or a current customer database.
From 360° communication to integrated marketing communication
Mobile marketing adds another dimension of personalization in direct-to-consumer communications. Submit Search. Chapter outline. We are grateful to the Financial Times Limited for permission to reprint the following material: In View 6.
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