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INTERGRATED MARKETING OPERATIONS 7

   

Added on  2020-02-24

7 Pages1533 Words496 Views
Running Head: INTERGRATED MARKETING OPERATIONS 1Integrated Marketing OperationsName:Institution:Course:

INTERGRATED MARKETING OPERATIONS 2Digital MediaUse of social media, internet, mobile devises and other forms of digital communication has highly increased. The most affected are the young generation, who spend part or whole of their time online either through use of phone or by use of internet in computers.People engage in digital and social media for many reasons like consumers are able to get information about certain products being sold and their prices and others buy them and share their experiences elsewhere either through social media. Digital marketing has greatly increased as marketers have opted for this platform to market their products (Ryan & Jones, 2012). There are certain themes that emerge through consumer research on digital and social media and they include;Advertising is a major form of marketing and it shows how consumers behave and respond to various digital advertisements. Consumers react differently on this forums and personal websites advertisements are highly preferred when dealing with personal information (Jemann & Burbary,2013). Consumer digital culture is the digital environments where consumers are found. It involves ways in which consumer introduces themselves and their concepts into digital environment. Blogging has created a high effect and build high audience as consumers flood the forum to check on available products.Use of mobile device by consumers especially in online shopping is so important. In In-store shopping, consumers are highly attracted to mobile offers in store and they are forced to do impulse buying.

INTERGRATED MARKETING OPERATIONS 3Online word of mouth and reviews can be online or offline. Consumers at times find good to do offline word of mouth than online because of its high perceived risk.Reference:Ryan, D., & Jones, C. (2012).Understanding digital marketing: Marketing strategies for engaging the digital generation. Philadelphia, PA: Kogan Page. Jeman C., & Burbary, K. (2013).Digital marketing analytics: Making sense of in a digital word. Indianapolis, Indiana: QUE.CommunicationCommunication in marketing involves use of messages and other related mediate to convey information with a market. It is also known as promotion which is part of marketing mix and it helps a company reach its target audience through different forms of communication (Egan, 2007).Technology and use of internet has made a great change in which interaction and communicationis done world-wide. Branding has also become the major strategy for most companies; this is because building a strong brand helps in increasing the effectiveness of marketing communication and by so doing, consumers will be more willing to attend forums on communications of a brand.Marketing communication is seen as the ‘voice’ of the company and its brands and it is a way in which a relationship can be build with the company and even among consumers. It comprises of eight modes of communication, four being mass media modes and the others personal modes andthey include; advertising, promotion, events and past experiences, public relation and publicity, direct marketing, interactive marketing, word-of mouth marketing and personal selling.

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