Integrated Marketing Communication: a Case of Domino's AnyWare What is IMC?

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Blog 1: Integrated Marketing Communication: a case of Domino’s AnyWare
What is IMC?
Integrated marketing communication in an organization enables the same in establishing sound
relationship with the consumers while making the same aware of the different evolving processes
that are planned by the organization (Key and Czaplewski 2017). The IMC initiatives of an
organization critically examines the application of integrated concepts of advertising along with
sales promotion with the purpose of improving the sales volume of the ventures (Porcu, Del
Barrio-Garcia and Kitchen 2017). The organization launched an ‘Anyware’ campaign which
was aimed at making the customers
aware of the different ways in which
they might place their orders.
Domino’s AnyWare Campaign
(https://www.youtube.com/watch?v=D1SrOjuBSEU)
The organization improvised and introduced the AnyWare campaign through the application of
celebrity endorsement along with the utilization of different favorable social media platforms
(Siano et al. 2018). The integrated approach of making the customers of the different possible

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ways through which they might place their orders have enabled the venture in increasing their
sales volume (Patti et al. 2017). The celebrity endorsement related activity of the organization
permitted the venture in developing a natural interest among the communities and customers on
the offerings (Keller 2016). On the other hand, the integration with the different platforms like
Twitter, Samsung Smart TV, Pebble smart watch app and Android Wear smart watch app
enabled the venture in providing the customers with a unique opportunity of their favorite dishes
in their convenient time and space (Batra and Keller 2016). Creating greater availability of the
products and social media integration enabled the venture in developing interest among the
consumer groups while operating in the different markets (Key and Czaplewski 2017).
The application of the technology was perfected through the active participation of the digital
media partners of the organization, Domino’s as they already developed easy order, easy
payment options and Pizza profiles with the objective of identifying the preferences of the
customers (Domino's Anyware 2019). The maximized engagement of the customers in the
different developmental operations of the organization and making the same aware of the
different changes that are being planned by the organization enabled the venture in developing a
sound consumer base (Geraci 2017). The application of the new technology enabled the site,
DominosAnyWare.com, in receiving around 500k visits (Domino's Anyware 2019). The
convenience order options and the celebrity endorsements in the campaign heavily attracted the
attention of the television viewers which again supported the venture in optimizing the sales
volume (Ots and Nyilasy 2017).
The IMC operations are undertaken by the organizations with the
objective of improving the rate of operations while operating in the
different markets (Calder, Malthouse and Maslowska 2016). The

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development of transparent communication, through application of multi-channeled approach,
with the clients enables the organizations in improving trust and confidence among the
stakeholders (Finne and Grönroos 2017). In this relation, the different changes that are initiated
by the organization trough integrating the promotional processes with the service delivery and
community engagement related objectives enabled Domino’s in improving the rate of operations
while operating in the different markets (Thaichon and Quach 2016). The digital media
strategies did not only assist the organization in improving their knowledge on the consumer
buying preferences through the Pizza profiles (Domino's Anyware 2019). On the other hand, the
organizational sales were increased
as the same provided the customers
with a buying opportunity of buying
from their convenient locations and
time while utilizing several media
tools or channels (Homburg, Jozić
and Kuehnl 2017).
The integration and strategic
partnerships that were held by the organization with different social media platforms enabled the
same in increasing the scope of reaching out to wider range of customers (Keller 2016). It has
been noted that the organization developed different microsites for driving awareness and permit
digital ordering applications with effective payment options to the customers (Timofeeva et al.
2016). Therefore, the application of the IMC campaign while creating awareness on the latest
offerings of the organization in form of brand messages through different social media platforms
and mails.