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Integrated Marketing Communication
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The growth and architecture of the internet is the foundational element to the shift
towards integrated marketing communication. This is highlighted by the growth of the internet
has resulted in sequential consequences in every aspect of life coming from a social, economic,
and demographic perspective. The internet has provided both organizations and customers the
tools to interact and customize their orders. These tools have gone past personal levels while still
making personalization the focal point thus highlighting the great need to implement an
integrated marketing approach. How society is characterized has also been affected by tools like
social media resulting in the transformation of the interaction process. How people interact to
impact their relationship and with social media, the population is much larger while still
providing an opportunity for a more targeted approach especially to specific subgroups of the
general internet population. The modern social architecture is constructed by the internet hence
the need to have integrated marketing communication.
The shift to integrated marketing communication has also been characterized by
economic elements that have made it possible to a clear market vision. With economic data
which can be generated from big data, multiple organizations have implemented new economic
models and visions which are efficiently achieved by the market driving the economy. The
economic models around the world have shifted towards data-driven approaches for efficiency
meaning that personalization is the focal point of the criteria for deciding the target population
(Noorhan et al. 2021). With social interactions happening on the internet it becomes much easier
for organizations to interact with their consumers. In general, there has been a huge adoption of
social media in the global society and this presents the best opportunity for a more targeted
approach in marketing hence the shift towards integrated marketing communication.
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References
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach.5Business Horizons,560(3), 325-333.
Noorhan, E. W., Mohamed, M., Yusliza, M. Y., Saputra, J., Muhammad, Z., & Bon, A. T.
Review of Consumer Behaviour, Marketing Mix and Demography Analysis Literature: A
Mini-Review Approach.
