All About IMC
In recent years, the notion of Integrated Marketing Communication (IMC) has been developed and the ways in which it has been practiced has become different. This is because companies have begun to see the need for a more strategic integration of their communication tools. According to Hanafizadeh & Behboudi (2012), a new and better way to enhance an effective marketing communication has been explored by advertisers and information disseminators when the consumers has shifted from standard media platforms such as television, radio and newspapers to the Internet. This improvement aims the creation of preference and reservation of organizational image.
In the advent of new media and technology, the consumers are the ones who initiate the communication process. From simple web advertisements to interactive websites, blogs and social networks --- these media landscapes serves as a perfect avenue to facilitate and strengthen the relationship between the organization and its customers and other stakeholders. It also makes the customer initiated marketing communication model by Duncan (2005) highly relevant in today’s market place.
Overview
Further to the evolution of modern marketing, where IMC has become a major proponent to the success of the company, opportunities have been identified to upsurge its impact to consumers and its major stakeholders. Thus, it is important to learn how IMC affects the consumer behavior by understanding the consumer decision making process.
This website consists of different articles related to IMC. Its content will cover the discussion of the true essence of customer initiated marketing communication model by Duncan (2005) as well as the investigation of its relation to the rise of social media and citizen journalism. It will also take a look on the behaviour of the people on how and why they use this kind of media platform and see how organizations respond to it. Moreover, this website will also talk about the consumer decision making process and explain how an organization might use communication tools to walk the consumer (or business consumer) from awareness to becoming a loyal customer.