How Do Electronic and Internet Marketing Support the IMC Objectives?
In the process of effectively developing and implementing an IMC plan, marketers and communication professionals should always follow the marketing concept. Consumers’ wants and needs (i.e., donors and publics) should always be the main focus of the program. To lose this focus means that the program, although creative or award-winning, will sell no product or service.
The study indicates that implementing an approach that is more humanistic to marketing relationships results in long-lasting interactions between the consumers and the marketers (Kliatchko 2008, p.140). Moreover, the general social nature of the businesses and in particular marketing depends on the relations that the marketers create between them and the consumers. In addition, understanding the role of communications is vital in maintaining the profitable stakeholder’s relationship (Kliatchko 2008, p.140). As indicated, the major areas of study in IMC concern its definitions, understanding theoretical foundations surrounding the concept and perceptions. Besides, the implementation and practice of IMC within the organisations, disagreements, conflicts, as well as the opposing views also emerged as hot topics that have drawn a lot of interests.
The next section of this module goes into much more detail about marketing communication methods, common tools associated with each method, and when/how to use these tools most effectively.
Kliatchko, J. 2008, “Revisiting the IMC construct”, International Journal of Advertising, pp.133-160.
Pickton, D. & Broderick, A. 2005, Integrated marketing communications, Pearson Education, England.
Shimp, T. A. 2008, Integrated marketing communications: Advertising and promotion, Thomson South Western, USA.