Wells Fargo Consumer Banking Service aims to shift focus on emerging market trends by implementing Integrated Marketing Communications (IMC) campaign 'Building better every day' targeting millennials in the US market through digital and mobile marketing strategies. The campaign will employ a promotion mix of personal selling, social media, and advertising to build relationships with customers. Wells Fargo also aims to offer facilitative services to other businesses and institutions, utilizing marketing information systems to monitor customer behavior and competitor trends, and measuring marketing metrics such as Return on Marketing Investment (ROMI) and performance metrics.