Integrated Marketing: Concept, Context, and Technological Effects

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INTEGRATED MARKETING
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Abstract
In the present business society, operations of most individuals and organizations are
affected by different factors as a result of competition possed by their rivals in business settings.
The competition in their operations is directed at winning or retaining different consumer
segments as well as through the unprecedented technologies. The effort of marketers towards
implementing advanced ways of communication along with bidding remains the only approach
to the success of business operations. The emergence of integrated marketing in the
communication sector has become a significant example of advancement in marketing
operations. It has also influenced the operations and actions of all kinds of organizations that are
facing realities of rivalries in the open economy. From the early days of the1990s, integrated
marketing communication (IMC) became real issue in the sector of marketing around global
society. Besides, there are distinct phases of IMC that have been recognized commencing from
planned processes of coordination to economic along with tactical integration. In current
business society, the majority of organizations are anchored in initial stages as well as very few
have moved to the strategic stage. There are several barriers that affect the process of developing
IMC from tactics to strategy within business society. Therefore, the main target of this research
paperwork is to examine the concept together with the context of interacted marketing alongside
technological effect on incorporated marketing.
Introduction
Integrated marketing communication (IMC) emerged during the late days of the 20th
century and its usefulness has been growing ever since its establishment. Owing to different
impacts of information technology, different transformations came about in the domain of

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marketing as well as marketing communication that resulted in the emergence of IMC. Presence
of multiple types of media, demassification of the consumer marketplace, alongside the value of
the internet in present business society is just some of the areas in which technological
innovation has influenced (Manoli and Hodgkinson, 2019). The influence of innovation has, in
turn, left different marketers in a competitive and challenging business setting. Marketers have
been affected as they concentrate on finding effective ways of filling needs and desires of
different clients while creating lasting relations with their targeted and esteemed clients.
However, with the presence of IMC, integrated marketing is useful as it helps in the creation of
coordination as well as consistent messages across different communication channels
(Eberechukwu and Chukwuma 2016). Furthermore, the concept of integrated marketing is
valuable in that it places great concern on the significance of all groups of stakeholder and in
particular on the loyalty of customer that can just be developed through strategic creation of the
relationship. According to Šķiltere and Bormane (2018), the development of integrated
marketing communication has been determined in diverse trends in marketing. The trends of its
determination always range from the increased segmentation together with market
fragmentations, the advancement of communication technologies, enhanced fragmentation of
audiences of media, a saturation of channels of media, together with techniques of direct
marketing. Besides, Sysoeva (2019) asserts that the particular traits of technological
advancement such as the internet have changed the use of IMC hypothesis as well as practices. It
has changed its uses from the alternative option to the absolute requirement around business
settings. This research focuses on reviewing different concepts and contexts of integrated
marketing within communication sectors as well as determining some of the technological
effects on incorporated marketing.

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Concept of integrated marketing
The concept of IMC has been described in various ways. In accordance to study by Ots
and Nyilasy (2017) alongside Atmadja (2015), integrated marketing communication decisions
need to concentrate on channels of communication for marketing that provides the greatest
advantages to different stakeholders within a given business. Bondarenko (2017) described the
concept of IMC to be the notion of marketing communication that acknowledges the additional
worth of the appropriate conceptualized as well as defined program that evaluates strategic
functions in offering consistency, clarity, together with the maximum impact of communication
within operations. Furthermore, Daszkiewicz and Pukas (2016) defined IMC to be the manner of
looking at the processes of marketing right from the perspective of the consumer. Starcevic
(2013) and Liu (2017) were of the similar view that concept of IMC should not be viewed by
many as the simple uniformed texts transmitted through different communication channels, but
rather be viewed as the complex coordination of data that are transmitted through harmonizing
channels logically to the targeted individuals. The study by Bormane (2019) summarized these
descriptions of the context of integrated marketing within the communication sector by
suggesting that IMC refer to strategic coordination of texts utilized in influencing the perceived
worth of a brand during business operations.
Most established researchers have recorded that the concept of IMC has been evolving in
the early day of the 1980s. Nonetheless, the real idea of Integrated Marketing has long become
apparent. Integration perception in marketing was initially emerged in the early 1930s in
promotion as well as in marketing literature (Sobari and Hariyanti 2018). It, therefore, means
that the call for incorporation in the situation of marketing has really been in the region ever
since in the past few decades. Although the idea that deals with integration among the team of