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Social Media Marketing Research Report IMC

Social Media Marketing Research Report IMC - Social Media...

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Social Media Research Project Integrated Marketing Communications April 9, 2014 Katie McManus Rebecca Olson Historically, marketing has often been viewed by many as simply advertising. However, as society and technology rapidly changes throughout time, so do the functions of marketing. The goal for many companies today is to establish a well-balanced integrated marketing communications mix. Integrated marketing communications, or better known as IMC is defined as “the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless program which maximizes the impact on consumers and other end users at a minimal cost” (Clow and Baack 2014). IMC differs from traditional advertising by the content that it delivers. Advertising is heavily focused on selling and getting consumers to purchase a product or service whereas integrated marketing communications is more informative, personalized and detailed. Meaning, IMC aims to deliver a company or brand’s message and purpose of existence rather than simply advertising selling points or price of a product. There are three major trends that support an integrated marketing communications approach: 1) Company executives are placing a greater emphasis on accountability and measurable results. Meaning, the pressure for company CEOs and top-level managers to receive a greater return on their marketing investments is vital to the well-being and longevity of the company. Companies’ marketing within an IMC mix need to be consistent with their brand image as well as deliver the forecasted reach and frequencies the company wishes to attain. 2) The tasks and responsibilities within company frameworks are ever-changing. This means that the “traditional” company structure is gradually disappearing. Since integrated marketing
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