Marketing Communications

Effects of Electronic and Internet Marketing on IMC

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Integrated Marketing Communications, the holistic approach to marketing communication, aim at coordination of a company’s message to build a long lasting brand. Their integration of approaches, marketing tools, and resources within an organization maximizes impact on customers thereby raising their profits and minimizing their costs. IMC’s objectives are leaned towards the development of a strong customer relationship while helping satisfy their needs. The internet and other electronic pathways of marketing ensure that there is a consistency in the message IMC aims to pass across (Mulhern, 2009). Electronic and internet marketing can be carried out in different sources; including webinars, blogs, through search engine optimization, pay-per-click services, email advertising and banners on different web related channels such as RSS, micro-blogs, Internet TV, and podcasts. Electronic marketing can be done offline on radio, television and mobile phones.

E-marketing plays an important role for IMC when the different methods of marketing ensure that all elements of a marketing mix are attained, namely product, price, place, and promotion. Personalizing promotions through the e-mail, telephones, the Internet, and catalogs ensures consumers take action as they receive advertisements on the different media channels. E-mails and telephone advertising creates an interactive forum through which companies can learn what their users prefer and improvements that should be carried out on their existing products or services. They identify any emerging trends that assist them meet unmet demands first.

Also, the integrated communication mix when carried online or electronically makes sure that advertising, public relations, sales promotion, professional selling, direct marketing and social media campaigns happen simultaneously. Not only does this minimizes costs but also maximizes a company’s profits. They...