Analyzing the Impact of Integrated Marketing Communication on Business

This report analyzes the impact of Integrated Marketing Communication (IMC) on business performance, focusing on the Vietnamese market and the global marketplace's rapid development. It explores the role of IMC in content creation, including public relations, social media marketing, mobile content, and email marketing. The study examines the advantages of IMC, such as creating awareness and brand loyalty, while also acknowledging limitations like internal conflicts and client-related constraints. The report emphasizes the importance of integrating various marketing tools and strategies to achieve business success and adapt to the evolving digital landscape. References to relevant research papers are included, providing a comprehensive overview of IMC's application and influence.

Running Head: THE IMPACT OF INTEGRATED MARKETING COMMUNICATION
THE IMPACT OF INTEGRATED MARKETING COMMUNICATION
Name of the Student
Name of the University
Author Note

1THE IMPACT OF INTEGRATED MARKETING COMMUNICATION
Introduction:
The purpose of this study is to analyse the impacts of integrated marketing
communication based on the financial performance or the market success of a company.
After the globalization of the marketing sector related to the global marketplace is
encountering rapid development and growth in international business environments (Andrews
& Shimp, 2017). Thus every part of expanding small businesses are experiencing major
financial developments with internet based marketing sources and the results are mainly
based on communication related to integrated business marketing.
Discussion:
The study is formed to develop the ideas related to the integrated marketing
communication and analyse a conceptual framework in addition to the cultures, lifestyle and
behavioural approaches of Vietnamese people in order to determine, combine and plan the
public relations, media channels to apply the communication tools for business marketing. In
order to implement the marketing strategies several tools are needed to be discussed in order
to analyse the ways of integrated marketing communications (Valos et al., 2016).
Content Creation:
The rise of business sectors in every part of the world, tremendous amount of new
business organizations are connecting every hour via internet in the world (Opreana &
Vinerean, 2015). The internet is helping the businesses in the way to capture the clients and
managing communication in a much easier way that also helps a business to grow and make
the integrated advertisement agencies to generate online advertising and draw clients into
form the organization to build a potential content in order to have impact on the marketing
communications. Some of the processes that help in content creation are as follows –

2THE IMPACT OF INTEGRATED MARKETING COMMUNICATION
Public Relations – The performance of business marketing is depended mostly on the using
of new marketing strategies and inducing new business ideas. In order to develop and attain a
growing position in the market, the role of integrated marketing communication lies in the
application of Public Relations in the business sectors. Public Relations as in PR marketing
helps to collect and evaluate the communication activities of a business organization. Every
day, in every part of the world new methods of business communications are being applied to
develop a new business organization to a leading one. The main objective of the
communicative approach of the business marketing is to draw attention of the customers and
increase the awareness of the products as well as gain the trust and loyalty of the consumers
(Kitchen & Burgmann, 2015). The PR marketing analyses the data related to the
communicative approach to assess and focus on the particular communicative elements to
create a good image on the services the company will be providing in the coming future.
Social Media Content – Contents based on social media are a type of media marketing based
on the promotion of the products the organization is going to deliver in the business. Thus,
the idea of social media promotion is directly into making contents based on to draw
customers by making special offers and providing frequent updates about the products in
their contents through their social media handles (Luxton, Reid & Mavondo, 2015).
Mobile Content – The globalizing world is now booming in the advertisement sector as the
numbers of mobile phones are increasing every day and mobile phones are not just to make
calls and sending text messages anymore. People nowadays are mostly depending on the
mobile phones to maintain their needs and keeping busy themselves in their leisure time in
social media accounts like Facebook, Twitter, Instagram and YouTube (Key & Czaplewski,
2017). Thus the business marketing experts are aiming in the advertisement sectors like the
social media handles to promote their content in the mobile phones to reach more consumers
in order to surplus their business framework.

3THE IMPACT OF INTEGRATED MARKETING COMMUNICATION
Email Content – The Email Advertising process is also a way of promoting the business as
to communicate with the customers, but in terms of the Social Media Promotion and The
Mobile Advertising category it is lagging behind the processes it is expected to reach the
consumers and make a mark on the mind of the buyers to have services from the business
organization.
Conclusion:
Integrated Marketing Communication is built upon the idea of advertising and the
communicational approach to the customers related to business marketing. The ways of
marketing communication have many advantages and limitations in the application of the
processes. The Communicative Process has some advantages like – it helps to create various
marketing strategies by creating top of the mind awareness, evokes awareness and purchase
action and develops brand loyalty by repeating purchases. There are some limitations like
internal conflicts among employees, limitation of client’s abilities and the under achieved
economies in the agencies are the most important factors.

4THE IMPACT OF INTEGRATED MARKETING COMMUNICATION
References:
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work
at a strategic level. Journal of Business Strategy, 36(4), 34-39.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Opreana, A., & Vinerean, S. (2015). A new development in online marketing: Introducing
digital inbound marketing. Expert Journal of Marketing, 3(1).
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016).
Exploring the integration of social media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing Intelligence & Planning,
34(1), 19-40.