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IMC Strategy
Integrated Marketing Communication and Customer Satisfaction Strategy
The ability to set and exceed customer expectations on a consistent basis is critical to creating a profitable business. The defining of an effective Integrated Marketing Communication (IMC) platform and series of strategies has a direct impact on the expectations set with prospects and customers both. The ability to measure expectations and their relationship to customer satisfactions can provide insights into how best to communicate marketing messages with clarity and conviction (Anantachart, 2004). The intent of this analysis is to explain how a company's IMC strategies drive advertising to align with marketing goals, also explaining how effective of advertising is also measured. As IMC-based strategies also have promotional strategies, that area is also briefly disused. All of these factors contribute to the expectations created with prospects and customers, with IMC being the foundation that unifies potentially...
Inevitably there are differences between customer expectations and experiences, even in the most well-executed marketing campaigns (Holm, 2006). Closing these gaps through more effective personalized service and support programs incouding service recovery is an era of best practices gaining momentum in industrial and services industries (Jenkinson, Matthews, 2007).
How IMC Strategies Define Customer Satisfaction Best practices in the use of IMC strategies center on accelerating the accomplishment of marketing objectives by coordinating all aspects of marketing strategies company-wide. Many companies today rely primarily on IMC-based strategies as the foundation of their go-to-market strategies in new and existing markets (Anantachart, 2004). Given the highly coordinated nature of IMC strategies they are also used extensively for new product introductions and launches (Chen, 2011). Measuring market effectiveness is also based on a solid IMC framework, as…
References
Anantachart, S. (2004). Integrated marketing communications and market planning: Their implications to brand equity building. Journal of Promotion Management, 11(1), 101-125.
Chen, C. (2011). Integrated marketing communications and new product performance in international markets. Journal of Global Marketing, 24(5), 397.
Holm, O. (2006). Integrated marketing communication: From tactics to strategy. Corporate Communications, 11(1), 23-33.
Jenkinson, A., & Matthews, B. (2007). Integrated marketing and its implications for personalised customer marketing strategies. Journal of Direct, Data and Digital Marketing Practice, 8(3), 193-209.
Integrated Marketing Communications Communication being an important element of organizations needs to be integrated in all areas of working so that the purpose, the goals, objectives, and the mission with which the organization is formed are achieved successfully. The concept of integrated marketing is applied everywhere in the world by almost more than half of the organizations. Out of which many are the renowned brands who precisely used their marketing communications
The Integrated Marketing Communication system takes these P's and turns them into C's - similar aspects, but looked at from the stand point of the consumer. In this order of ideas, Product turns into Customer; Price turns into Cost; Place turns into Convenience and Promotion turns into Communication (Wirth, 2001). The first 'P' is product, but really this is all about the customers' needs and wants. Which goods and services customers
Integrated Marketing Communication Plan The objective of this work is to develop an Integrated Marketing Communication Plan. This work will choose a product or service in common usage and conduct an examination of the product or service to see if the company is online and if it is doing any online advertising the existing integrated marketing plan presently in use will be discussed. This work will describe the promotion mix and
Integrated Marketing Communication and Customer Satisfaction Strategy Discuss the company's advertising strategy and how it aligns with its marketing goals. Coca-Cola's company advertising strategy is designed at communicating how exceptional the experiences are of consuming their products, and how those experiences generate and sustain strong positive emotions. Coca-Cola is one of the strongest brands in the world because they understand the dynamics of how to make this association of strong emotion and
Companies must utilize all available resources and channels to successfully communicate their competitive advantage and some of these channels include the following: 1. Advertising through company's website 2. Direct Marketing-sending solicited emails to target audience 3. Traditional methods like television advertisements 4. Blogs and social networking media 5. Aligning company to a well-known cause Over the years, we have seen the transformation of media right before our eyes. From marketing in its infancy to marketing
" The Live to Win competition is based on the enormously popular sport of badminton in China and participants who answer a series of questions posted online each month are eligible for various prizes. According to a corporate press release, "Each month, 300 winners will receive a limited edition set of 'Lucky Q. Wah Dolls' designed in the likeness of the actual badminton stars. Each doll comes complete with a