Communication-in-use: customer-integrated marketing communication

2017 ◽  
Vol 51 (3) ◽  
pp. 445-463 ◽  
Author(s):  
Åke Finne ◽  
Christian Grönroos
Keyword(s):  
Customer Value ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Content Type ◽  
Starting Point ◽  
Recent Developments ◽  
The Many ◽  
Relationship Communication

Purpose This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem. Design/methodology/approach After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use. Findings A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to. Research limitations/implications The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research. Practical implications CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication. Originality/value The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

scholarly journals Measuring integrated marketing communication by taking a broad organisational approach

2017 ◽  
Vol 51 (3) ◽  
pp. 692-718 ◽  
Author(s):  
Lucia Porcu ◽  
Salvador Del Barrio-García ◽  
Philip J. Kitchen
Keyword(s):  
Delphi Study ◽  
Structural Equation ◽  
Online Survey ◽  
Holistic Approach ◽  
Measurement Scale ◽  
Measurement Tool ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Content Type

Purpose The purpose of this research is twofold: first, to conceptualise integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to empirically develop and validate a new measurement scale to assess firm-wide IMC. Design/methodology/approach This paper is based on a multistage research design adopting qualitative and quantitative approaches. First, a comprehensive literature review and a two-round Delphi study served as the primary basis for the development of the IMC theoretical framework, including generation of items and content validation. Second, a pilot study (n = 39) enabled us to purify the measurement tool. Third, the data gathered via an online survey conducted among CEOs and other senior managers (n = 180) led to empirical validation of the proposed firm-wide IMC scale applying second-order confirmatory factor and structural equation modelling analyses. Findings This research produced the firm-wide IMC scale, a 25-item Likert-format measure exhibiting adequate dimensionality, reliability and construct (convergent, discriminant and nomological) validity. Originality/value The need for a more holistic approach emerged from both the academic literature and the professional arena. However, even very recent attempts to measure integration have involved the adoption of a narrow marketing communications-centred approach. Thus, the value and uniqueness of this paper lies in its novel definition of IMC as a four-dimensional construct and the development of a theoretically consistent, valid and reliable measurement tool for the assessment of integration based on a firm-wide organisational approach.

Exploring the integration of social media within integrated marketing communication frameworks

2016 ◽  
Vol 34 (1) ◽  
pp. 19-40 ◽  
Author(s):  
Michael John Valos ◽  
Fatemeh Haji Habibi ◽  
Riza Casidy ◽  
Carl Barrie Driesener ◽  
Vanya Louise Maplestone
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Information Seeking ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Content Type ◽  
Service Channel ◽  
Senior Services ◽  
The Impact

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement. Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications. Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

scholarly journals Komunikasi pemasaran di pemerintahan dan pengaruhnya terhadap keputusan wisatawan domestik

2021 ◽  
Vol 5 (6) ◽  
pp. 533-550
Author(s):  
Mubaddilah Rafa'al ◽  
Lisda Ariani Simabur ◽  
Suwandi S Sangadji
Keyword(s):  
Significant Relationship ◽  
Rank Order ◽  
T Test ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Tourist Destination ◽  
Analysis Technique ◽  
The Relationship

This study aims to determine the effect of marketing communications at the Tourism Office of West Halmahera (Halbar) on the decision of domestic tourists to choose a tourist destination for Halbar. In this study apply the theory of Integrated Marketing Communication. The subjects of this study were domestic tourists who were exposed to marketing communications carried out by the Halbar Regency Tourism Office with the age provisions of 20 -5i years. The research sample amounted to 100 respondents. Survey is the method used in this study with a questionnaire as an instrument to collect data. Where variable X is Marketing Communication and variable X is the decision of domestic tourists. The analysis technique uses a distribution table, while to test the hypothesis using Correlation-Rank-Order, significant test uses t-test, and calculates the Strength of Influence (KP). The results of the study indicate that the hypothesis proposed by the researcher is that there is an influence of marketing communications from the Halbar Tourism Office on the decision of domestic tourists to choose an accepted tourist destination (0.396), with the results of the calculation of rho (rs) = 0.396, it can be stated that there is a significant relationship between the two variables. the. Based on the results of the t-test, the correlation obtained is significant, meaning that the marketing communication of the Halbar Regency Office affects the decisions of domestic tourists. Furthermore, to calculate the power of influence (KP), namely the influence of the relationship between the marketing communications of the Halbar Regency Tourism Office on the decisions of domestic tourists, it is 15.68%.

scholarly journals The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa

2015 ◽  
Vol 7 (2(J)) ◽  
pp. 139-144
Author(s):  
Lawrence Mpele LEKHANYA
Keyword(s):  
South Africa ◽  
Literature Review ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
Starting Point ◽  
Communication Approach

The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.

scholarly journals Integrated marketing communications

10.12737/8184 ◽  
1905 ◽  
Author(s):  
Валерий Музыкант ◽  
Valyeriy Muzykant
Keyword(s):  
Legal Protection ◽  
Trade Mark ◽  
Target Audience ◽  
Marketing Communications ◽  
Special Focus ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Advertising And Promotion

The hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist.

Modeling Integrated Marketing Communications for SME Environments

2019 ◽  
pp. 69-98
Keyword(s):  
Empirical Study ◽  
Service Marketing ◽  
Communication Process ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
First Time

This chapter explores the concept and planning of integrated marketing communication (IMC) in the context of the SME environment. The chapter explains the communication process in SME context along with above-the-line, below-the-line, through-the-line channels and different communication tools. Relevant examples and empirical study are addressed in this chapter, and a proper guideline of IMC in the field of SME for the very first time in the area of service marketing is developed. Policymakers, entrepreneurs, and even academicians will get the insights and impactful ideas from this SME context IMC study.

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

2019 ◽  
Vol 6 ◽  
pp. 84
Author(s):  
Santa Bormane
Keyword(s):  
Consumer Involvement ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Management ◽  
Buying Decisions

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions.  The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value. 

Wooing fans back into Ghana stadia – in the wake of the globalization of football

2014 ◽  
Vol 4 (4) ◽  
pp. 1-9 ◽  
Author(s):  
Kwabena Frimpong
Keyword(s):  
Brand Management ◽  
Subject Area ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Problem Solving Skills ◽  
Content Type ◽  
Football Clubs ◽  
Use Of Services ◽  
Unused Capacity

Subject area Marketing Strategy and Marketing Management. It can also be used to illustrate the application of specific concepts and frameworks, such as “revenue (demand/Capacity) management” in services marketing and “Integrated Marketing Communication” under marketing communication. Study level/applicability Postgraduate and Final Year Marketing Majors. Case overview The case describes how the Ghana Premier League (GPL), the flagship football product of the Ghana Football Association, continues to record low attendances at various league centres since the turn of the new millennium. The case highlights the effects of global forces (both macro and micro factors) on the patronage of GPL matches. It also brings into focus the effects of professionalization and commercialization of the league, especially, on traditional football clubs. It presents discussions on the need for football clubs to adopt sound management principles, such as market-orientation in response to the dynamic global forces. Apart from illustrating the effects of globalization on football, the case can also be used for teaching topics on integrated marketing communication/brand management and revenue management for perishable services. Expected learning outcomes To enable students to appreciate how the forces of globalization affect businesses in developing countries; to enable students to apply strategic marketing frameworks (PEST, Porter's five forces Model, SWOT, etc.) to analyse business situations; to enable candidates/students to understand the use of services management principles to address problems relating to perishable demand and unused capacity; students should understand the importance of quality products/services and branding to an organization's ability to deliver exceptional customer experience; to enable students apply the elements of integrated marketing communication to address organizational problems; andto sharpen students' critical thinking and innovative problem-solving skills. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

scholarly journals Integrated Marketing Communication as An Element of Visitors’ Selection of Heritage Destination: A Theoretical Framework

2020 ◽  
pp. 39-46
Keyword(s):  
Communication Theory ◽  
Heritage Tourism ◽  
Marketing Mix ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Review Of Literature ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Selection Of

Integrated marketing communications (IMC) is a major communication archetype rooted from communication theory. Integrated Marketing Communications (IMC) is known as one of 4ps marketing mix elements. Heritage tourism is based on significant histories, or humanity to attract visitors to discover, to explore, and to enjoy attractions. The purpose of this paper is to identify the components of Integrated Marketing Communication (IMC) as an element for selection of heritage destinations by the visitors. This paper adopts a qualitative approach in identifying the components of IMC which are essential in selection of heritage destination. The identification is primarily based on extensive review of literature based on IMC, Heritage Tourism, and Destination Marketing.

Sign in / Sign up

Export Citation Format

Share Document