scholarly journals Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital

2021 ◽  
Vol 12 (1) ◽  
pp. 27-39
Author(s):  
Sunarto Prayitno
Keyword(s):  
Digital Media ◽  
Digital Age ◽  
Global Market ◽  
Marketing Communications ◽  
Integrated Marketing ◽  
New Paradigm ◽  
Global Media ◽  
Global Marketing ◽  
Road Map ◽  
Message Development

The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.                         Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.

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 Marketing communications in the digital age

2019 ◽  
Vol 135 ◽  
pp. 04044
Author(s):  
Zhazira Idrysheva ◽  
Nataliya Tovma ◽  
Kyz-Zhibek Abisheva ◽  
Meiramkul Murzagulova ◽  
Nazym Mergenbay
Keyword(s):  
Theoretical Basis ◽  
Digital Age ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Global Marketing ◽  
Qualitative And Quantitative ◽  
Logical Method ◽  
Traditional Marketing

In this article, the author raises the issues of marketing communications in the digital age. The article also presents the differences between traditional marketing communications and digital marketing.The theoretical basis includes the analysis of digital marketing tools and marketing communications. The empirical part of the study is carried out using two methods of research qualitative and quantitative parts in the form of questionnaires and logical method. As a result, based on theoretical and empirical findings, the author will provide recommendations and suggestions. In conclusion, it is revealed that digital marketing is a new trend in global marketing, aggressively and quickly pushing traditional advertising into the background.

Integrated Marketing Communications in Contexts of Eco Tours in Porto (Portugal): Challenges (Post) Covid-19

2020 ◽  
pp. 1-11
Author(s):  
Bruno Barbosa Sousa
Keyword(s):  
Qualitative Methodology ◽  
Communication Channels ◽  
Global Market ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Structured Interviews ◽  
Response Strategies ◽  
The North ◽  
The Face

In the face of an increasingly competitive and global market, where communication channels are massified and where information sharing between consumers occurs in such a fast and uncontrolled way, brands need to reinvent their communication plans, with the aim of focus on the emotional side of the consumer. Thus, in this context, the integrated communication mix emerges as a competitive strategy to meet the needs of consumers. Therefore, the main objective of this chapter is to understand the role of the Integrated Marketing Communications in the context of an organization linked to ecological tours. This chapter presents contributions to the area of marketing and communication (integrated), tourism (ecological) and a response to the pandemic and post-pandemic scenario (i.e., covid-19), at the level of response strategies in the context of a pandemic in 2020 (through digital communication channels). A qualitative methodology was adopted, using semi-structured interviews with organizational managers in the context of ecological tours in Portugal (i.e., Ekoeasy case study). Ecotourism as a concept is neither easy to define, nor to implement. Ecotourism is a complex concept as it involves specialised niche markets that can share a lot of characteristics, preferences and motivations or vary for the same reasons. Future studies should allow to complement the present investigation, through empirical study and quantitative nature (i.e., questionnaires to tourist consumers in the North of Portugal).

scholarly journals Integrated Marketing Communications

Communication ◽  
2018 ◽  
Author(s):  
Lawrence Ang
Keyword(s):  
Digital Media ◽  
Product Information ◽  
Direct Marketing ◽  
Personal Selling ◽  
Marketing Communications ◽  
Planning System ◽  
Purchase Behavior ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Advertising Agencies

In the area of marketing communications, the concept of integrated marketing communications (or IMC) is well known. This concept was first introduced into the US academic curriculum in 1991 at Northwestern University with the support of the American Association of Advertising Agencies (or 4As), but it is now taught around the world. IMC is essentially a planning concept which emphasizes the importance of coordinating various communication disciplines (e.g., advertising, PR, sales promotions, direct marketing, and personal selling), so that a maximum impact can be achieved in a campaign. This concept gained popularity with the advent of the internet as new (and ever-growing) digital media options and platforms developed. As more audiences move online, the use of offline traditional media (e.g., television, print, radio, and cinema) is now but one option. Both organizations and advertising agencies have realized that a combination of offline and online media is now necessary to reach their target audience, and hence the importance of having a central planning system. Advertising agencies also like this idea because it means extra revenue can be earned. However firms struggle to understand how best to operationalize, optimize and evaluate various channel combinations for an effective campaign. This has led to the rise of cross-media research and methods of evaluation with obvious implications for budget allocation. Adding to this complication is that purchase behavior is also changing. Consumers can now access product information, and inquire about the products or complain about poor service through a number of channels. This means firms have to be efficient in their coordination of several operations. This perspective means it is now important to build an organizational structure and processes to fulfil a number of business operations. The definition of IMC has thus evolved from communications to include strategic business functions. However, as in any implementations of new processes, resistance ensues. Thus, although the concept of IMC seems deceptively simple, its implementation is not, and this has led to research into barriers to and implementations of IMC.

Integrated marketing communications and social marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
David Low
Keyword(s):  
Social Context ◽  
Social Marketing ◽  
Marketing Communications ◽  
Commercial Application ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Body Of Knowledge ◽  
Health Related ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

The Impact of Regulatory Competition on Measures to Promote Pluralism and Cultural Diversity in the Audiovisual Sector

2007 ◽  
Vol 9 ◽  
pp. 239-259
Author(s):  
Thomas Gibbons
Keyword(s):  
New Media ◽  
Cultural Identity ◽  
Digital Technology ◽  
Cultural Policy ◽  
Global Market ◽  
Regulatory Competition ◽  
Market Place ◽  
Global Media ◽  
Satellite Broadcasting ◽  
The Impact

Communications are being transformed by the combination of digital technology and a global media economy. There is increased convergence between traditional broadcasting, cable distribution, satellite broadcasting, telecommunications and the Internet, which has boosted the sheer volume of programming and information that can be conveyed, and extended its reach at both domestic and international levels. Many will see these developments as an opportunity to promote new media products and to rationalise their operations in a global market place. Others may be concerned that the need to compete successfully in that market place will threaten the survival of local and national cultural identity. In terms of policy and regulation, states may be tempted to emphasise trade and industrial policy, intended to improve transnational competitiveness, at the expense of media and cultural policy, aimed at protecting pluralism and diversity.

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