• Internal Code :
  • Subject Code : BU504
  • University :
  • Subject Name : Integrated Marketing Communication

Integrated Marketing Communications

Effective marketing strategy and communication mix strategy is very essential for the success of any brand, product and service. The marketing and communication strategies largely influence the customer’s behaviour and their opinion for a product, brand or service. Promotion and communication form an important part of the marketing strategies of a business. Promotion for a product or service is the process of communication and delivering the information and brand ideas and also communicating the features and uses of that product or service to a target group of consumers in order to increase sales. Promotion is a marketing tool that all businesses use for creation of brand awareness. Promoting any, brand or product and service enables the companies to motivate the consumers to purchase their product over the competitor’ products. Some of the most commonly used tools and channels of promotion used by companies are advertisement campaigns and commercials, print media, direct marketing, social media marketing, public relations, etc. (Dimyati, 2016). Developing and implementing the right marketing and communication strategy is integral to achieve a market leader position and gain competitive advantage. For formulating an efficient marketing plan, an organization implements a strategy of integrated communication and marketing mix plans. Integrated communication mix strategies can be described as a process of combining all the promotion tools of the company like print media, advertisement campaigns, digital market strategies, etc.(Masterson, Philips and Pickton, 2017) for efficient and efficient promotion of the company’s product, brand and service.

With the rapid technological advancement, using companies are now moving from traditional advertisement methods to use of digital platforms to increase its promotion. Social media marketing basically is using the various social media websites and platforms for the promotion of a product, brand or a service (Dimyati, 2016). Most commonly used social media websites and platforms used by companies for promoting the product, brand or a service are Facebook, Instagram, twitter, LinkedIn, etc. Social media marketing strategies are a powerful communication tools for companies of all sizes as it helps to reach the prospects and customers faster. In today’s time most of the people are engaged and spend most of their active time on smartphones, tablets, and computers and especially on these social media websites (Masterson, Philips, and Pickton, 2017). Thus, social media marketing strategies help to tap these customers and attract their attention and influence them to buy the products. Also, many customers nowadays have moved from in-store shopping to online shopping methods. Thus, social media marketing strategies can prove to be a successful promotional tools. Some of the goals for using social media marketing campaigns are as follows:

  • It helps to increase the brand awareness
  • Social media campaigns drive the traffic to the company’s website
  • It assists in generating new leads
  • It enables to boost the revenue by increasing signups or sales
  • It increases customer engagement
  • Social media campaigns helps to build community for the company
  • It enables to communicate directly with the consumers

References for Integrated Marketing Communications

Dimyati, M. (2016). The role of customer satisfaction in mediating marketing communication effect on customer loyalty. International Refereed Research Journal, 5(4), 75-87.

Masterson, R., Philips, N. and Pickton, D. (2017). Marketing an introduction. London: Sage Publications.

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