Integrated Marketing: Concept, Context, and Technological Effects

This research paper examines the concept and context of integrated marketing, focusing on the technological effects on marketing communication. It explores the importance of integrated marketing communication (IMC) in creating consistent and effective messages across different channels. The paper also discusses the benefits of IMC and how it can help businesses succeed in a competitive market.

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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

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sales together with promoting to achieve the best effect that cannot be executed at that moment
(Turner 2018). It is due to the limitation of data together with the technology of communication
that made integration marketing to be tough during that moment.
Context of integrated marketing
Integrated marketing in communication sector refers to be the notion of marketing
interaction that acknowledges the complementary merit of utilizing the holistic design in process
of assessing several strategies used for marketing. It is necessary for every individual to have an
overview of what marketing communication stands for and its relevance before examination of
the hypotheses along with practices of incorporated marketing interaction (Sobari and Hariyanti
2018). Therefore, incorporated marketing communication comprises of ideas of bringing
together a range of diverse interaction devices to deliver the common text as well as make the
desired influence on perception along with behaviors of different customers. In most cases,
integrated marketing communication stands out to be the process of coordinating different
activities across communication methods (Đokić 2018). IMC makes marketing operation to be
more efficient and effective because it concentrates on several communication techniques and
touch point of consumers in order to deliver the consistent message in more approaches and in
more compelling manners. However, the phrase marketing communication has come to replace
operations of promotion together with advertising (Starcevic 2013). Therefore marketing
communication could be described as all the elements of promotion of the marketing mix that
comprises of communicating with the target audience in enhancing organizational performances.
Definition of marketing communication

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The concept of marketing communication is defined to be a set of purposive activities
that are connected as well as coordinated to some extent. It is recorded by Nema and
Kasliwal(2018) that integrated marketing action when applied to attain different needs of buyers
and consumer satisfaction, it can generate enough revenues through the satisfaction of clients. It
is necessary to unite that matching the organization together with interest of consumer need
different parties to communicate (Biraghi, Gambetti, and Graffigna 2014). Careful management
of marketing communication is useful in operations as they can add value and be beneficial to
every party involved in the communication process. Hence, marketing interaction can be termed
as a section of marketing just as advertising is a section of marketing
communication(Daszkiewicz and Pukas 2016). Important to the need for understanding of IMC
is need to know the procedure of marketing interaction that offers the best description on how
marketing communication operates from the sender to receiver.
Definition of integrated marketing
It is the approach that deals with ideas of developing a united and flawless experience for
clients to interrelate with the activity or brand. The strategy of creation of such experience aims
at unifying different marketing techniques that comprise of mass marketing, direct marketing,
and one-to-one marketing. Turner (2017) assert that aim of incorporated marketing is to
harmonize as well as strengthen the influence of marketing on every technique alongside apply
the marketplace data created by such efforts in the development of products, allotment, pricing,
and client service among other operations. Integrated marketing tries to bond all features of
marketing interaction like promotion of sales, advertising, publicity, direct promotion, together
with the platform of social media. The technique to achieve all these activities through its
particular mix of tactics, schemes, media, guides, ad actives so as to operate together as a united

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force. Hence, integrate marketing remains to be the procedure that ensures that all messaging
together with communication policies are reliable across all guides of operations and are central
on meeting the needs and desires of different consumers. Thaichon and Quach (2016) stated that
integrated marketing that deals with communication remains to be a simple notion that
guarantees that all outlines of interaction, as well as texts, are cautiously connected jointly. The
idea of integrated marketing incorporates all the promotional devices so that they operate
together in harmony. Besides, Manoli and Hodgkinson(2019) research recorded that integrated
marketing to be the approach utilized by different organizations to brand as well as coordinate
their efforts of communication. The technique involves arrangement that assesses the plan
function of a selection of communication restraints and joins such respects to offer consistency,
precision, and utmost influence of communication.
Integrated marketing is always used interchangeably with integrated marketing
communicating although there are some nuances between the terms. The ultimate target of
integrated marketing is the consistent and client-centric experience that delivers an outcome for
an organization’s brand. According to Naik and Peters (2015), IMC in business sector refers to
the procedure of delivering the consistent along with relevant experience to the organization’s
audience across all channels. For instance, integrated marketing organizations give priorities to
personalization and customer experience above internal rivalry and the single way that change to
fit customer communication (Keller 2016). Conversely, the process of creating an integrated
marketing organization needs the creation of a culture of collaboration.
Tools of integrated marketing interactions

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The process of incorporated marketing communicational way commences with the
incorporated marketing interactions design that illustrates diverse types if advertising, marketing,
and sales devices that will be utilized during processes of campaigns. Such plans always
comprise of promotional tools. Such tools used for promotions always comprise of everything
ranging from optimization of search engine tactics as well as banner advertisements to blogs and
webinars (Bijakšić, Markić, and Bevanda 2015). Other traditional elements for marketing
communication that comprises of billboards, newspapers, along with magazines might be
utilized to inform as well as persuade clients. Therefore, it is necessary for marketers to focus on
making an appropriate decision on the effective grouping of traditional along with digital
interaction for their intended clients. The idea is essential as it assists marketers in developing a
firm brand relationship with consumers (Bormane 2018). Regardless of the promotional mix of
brand, it is necessary that marketers guarantee their communication is credible as well as
consistent crosswise every channel of communication.
Benefits of incorporated marketing
With diversity in a range of yields together with services to make a selection from during
their operations, clients are always besieged by huge group of present ads. The advertisement is
always flooding both online as well as offline interaction channels. Besides, marketing texts
always face the danger of being unseen and unnoticed if they are irrelevant to the desires of
targeted consumers (Naik and Peters 2015). The main benefit of incorporated marketing
communication is that different marketers can evidently as well as efficiently be capable to
communicate their story of the brand. The idea help in creating brand awareness during
operations between the organizations and their targeted consumers. Incorporated marketing
interaction is more lucrative compared to the use of media since different clients are probable to

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communicate with different products across different debates and interfaces of digital stages. For
instance, as consumer use the extra time on the computer together with mobile tools, business
marketers look to emerge together numerous exposures of their products by utilizing diverse
tough points (Turner 2017). Therefore, most organizations can then examine the presentation of
their strategies of communication as entire rather than viewing them as split pieces. Additionally,
IMC help in the creation of competitive merit for organizations that focus on boosting their
profits and sales. The use of IMC is useful for operations of small and medium businesses with
restricted marketing budgets and workforce (Sobari and Hariyanti 2018). The techniques of IMC
can immerse customer’s communication and aid them to move throughout different phases of the
process of buying. Hence, through the implementation of IMC, organizations are able to improve
their customer relations.
Technological effects on integrated marketing
Technological usage in different organizations is both an important tool as well as a tool
that negatively affect processes that deal with integrated marketing. Technology performs a key
function in the idea of making decisions in the process of adopting effective approaches to the
use of integrated marketing. In the present business setting, technology is constantly changing
and this has caused changes in processes of integrated marketing within organizations (Lee
2014). Therefore, every marketer has the need of staying on top of different advances as brought
by technology. The need to stay on top is necessary for companies to be able to reach different
individuals on the tools they use most of their leisure activity on within society. Besides,
technology also changes the manner marketers conduct their business, develop different
operational strategies, and work as a team (Thaichon and Quach 2016). However, there are
several technological advances that have played a significant function in changing the process of

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integrated marketing over the past decades. Some of the aspects of technological aspects that
have positively and negatively impacted integrated marketing comprise of
 Big data
 Artificial intelligence
 The Internet of Things
 Augmented Reality
 The Cloud
 Big Data
The use of Big Data has helped in improving the responsiveness of marketers to gather
useful data within business operations. It is evident that there exist extra techniques than ever
subsequent to gather business information and other times, it is tough to understand what to
perform with it every individual (Wu 2014). Hence, for marketers, information can be really
functional to improve the revenue of an organization. The use of Big Data has improved the use
of integrated marketing as it ensures that only important data that relates to customers and their
needs are collected during marketing campaigns rather than collecting of too broad data that are
unnecessary in improving operations of the company. Hence, technology through Big Data has
improved operations of integrated marketing as marketers can use data analytic information n on
their campaigns (Porcu, Del Barrio-García, and Kitchen 2017). More thorough information
means that it is simple to determine what operates effectively and what fails to operate as
marketers redesign plans for marketing.
Artificial intelligence (AI)

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In the present business setting, there are various technologies that are present. All the
present technologies have the capacity of gathering extra information than human can deal with
at any moment. Hence, artificial intelligence goes in handy within integrated marketing to help in
finding valuable outlines and imminent in the numbers. Patterns and insights presented by AI can
be used in improving the processes of integrated marketing. For instance, marketers can use such
ideas to better target different ads (Đokić 2018). They can also help markets to predict behaviors
of their targeted consumers. Use of AI can affect the manner in which integrated marketing is
optimizing different content for a search engine.
The Internet of Things (IoT)
This aspect of technology represents were all new data from the process of integrated
marketing originates from during burins operations. The use of the IoT within integrated
marketing is raising gathering of tools that are linked with the internet. The use of such
techniques helps in improving techniques that individuals use to market their products within the
business community (Sobari and Hariyanti 2018). Besides, the use of IoT creates the potential
for integrated marketing to gather more data concerning different habits of consumers as well as
their likes and dislikes. Hence, the use of such techniques as presented by IoT, they change the
process of integrated marketing by allowing different firms to develop new packed goods
sometimes by offering integrated or linked services.
Augmented Reality and Cloud
Augmented reality affects the operations of marketers by ensuring that they are able to
combine the real world with their virtual operations. The marketers are able to attain such
function by superimposing the virtual ideas of marketing onto an individual’s real-life

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surroundings (Šķiltere and Bormane 2018). This type of technological idea has made the process
of integrated marketers and their implementers to take the leap and incorporate the technology in
their operations. on the other side, the technique of Cloud within technology affect process of
integrated marketing as it can enable the marketer to manage their content, organizer data, as
well as collaborate on different projects from any part around the global business setting. The
technique ensures that every individual involved in the process of integrated marketing are the
focus on creating the drives that widen crosswise various guides from different sites of social
media right to explore engines up to blogs (Bormane 2019). Therefore, the use of the cloud
aspect of technology is rapidly changing how integrated marketing is conducted as it adjusts
strategies along with changes in operations.
Other effects of technology on incorporation marketing
The use of technology has developed myriad occasions for integrated promotion by
developing an advanced channel and chances for operations. Additionally, use of technology has
changed to be the device for developing appropriate personalities as well as brands while going
further to creates a relationship in the international business community (Atmadja 2015). The
potential effects and opportunities that technology has on integrated marketing as a device can be
described as infinite. Nevertheless, there are several risks, disputes, together with barriers on its
effect on processes of integrated marketing that need proper evaluation. For instance, it makes
organizations to incur extra costs to implement the buy technological device as wells use of
technology ideas in improving the integration process of marketing (Somers, Finch, and
Birnbaum 2015). The organization must presently employ new devices, approaches, and
strategies that might be costly for anticipating or influencing the way their targeted customers
buy their services or goods.

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Conclusion
From the above examination, it is apparent that in the present days, the concept of
integrated marketing as remained to be the marketing interaction planning concept that
recognizes the extra worth of the inclusive design that tends to evaluate the policy functions of
the variety of regulations of communication. Besides, the use of technological aspects is an
important tool as well as a tool that can have positive or negative impacts on processes that deal
with integrated marketing. From the above examination, it is evident the technology has a
significant role in the process of IMC.

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