...Integrated online marketing communication: implementation and management ˘ ˘ Calin Gurau GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an...
Words: 7145 - Pages: 29
...the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and targeted audience/communication channels. Article Type: Research...
Words: 7038 - Pages: 29
...integrated marketing communication Philip J. Kitchen and Inga Burgmann INTRODUCTION Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson, 1996; Duncan and Everett, 1993). The multiplication of media, demassification of consumer markets, and the value of the Internet in today’s society are just three of the areas in which technological innovation has impacted (Pilotta et al., 2004; Peltier, Schibrowsky, and Schultz, 2003; Reid, 2003; Lawrence, Garber, and Dotson, 2002; Fill, 2001; Low, 2000; Hutton, 1996). This in turn left marketers in a challenging and competitive environment, trying to fulfil customers wants and needs while also developing long-term relationships with them. IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created through strategic relationship building (Jin, 2003/2004; Cornelissen, 2000; Eagle and Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994). To date...
Words: 14415 - Pages: 58
...Journal of Economics, Business and Management, Vol. 1, No. 1, February 2013 Corporate Social Responsibility to Reflect Organization‟s Corporate Identity: A Content Analysis Musdiana Mohamad Salleh, Nabsiah Abdul Wahid, and Malliga Marimuthu Abstract—The authors propose corporate social responsibility (CSR) as a useful element in reflecting an organization’s corporate identity (CI) to its target audiences. The inclusion of CSR highlights organization’s role as a ‘good’ citizen in society and is the basis for any beneficial exchanges between the parties. Content analyses on CSR of 10 top ranked Malaysian companies supported this proposition. Index Terms—Corporate social responsibility, corporate identity, content analysis. effort in integrating their stakeholders‟ social and environmental expectations and/or concerns into their daily operations and their interaction with the stakeholders. B. Corporate Identity Corporate identity (CI) has been used as the basis for other various corporate level concepts like image, reputation or corporate communications; and is even considered fundamental in corporate marketing field [1]-[2]. The traditional VI perspective sees CI being used at the early stage of organization‟s operation as it becomes the mean for CI transmission e.g. through logos, brand images and other visual manifestations representing them [3]. CI has evolved from this definition from focusing only on the minor elements of the organization to now emphasizing more on the...
Words: 3460 - Pages: 14
... | |Assignment title: |H&M Corporate Communication Strategy | |Instructor’s name: |Mr. Vasilios Zoumbos | |Student’s name: |Eleni Vasiliou | |Date: |21/03/2014 | |Comments: | | |Grade: |/100 | Title Page 2. Communication H&M Corporate Communication Strategy Table of Contents 1. Introduction.…………………………………...…….……………………………...4 2. Corporate Communication Strategy of H&M.......................................................5 3. External and Internal Communication............................................……………...6 4. Media Communication Plan…….………………………………………………...6 5. Corporate Identity, Image and Reputation………………………………………8 6. H&M Promotion...
Words: 3885 - Pages: 16
...NATIONAL IN BUSINESS Unit 4 – Business Communication Assignment 2 – Presenting Different Types of Business Information Effectively ------------------------------------------------- This task assesses ------------------------------------------------- ------------------------------------------------- P2 Present complex internal business information using three different methods appropriate to the user’s needs ------------------------------------------------- ------------------------------------------------- P3 Produce corporate communications ------------------------------------------------- ------------------------------------------------- P4 Evaluate the external corporate communications of an existing product or service ------------------------------------------------- Scenario: You work in the marketing department at a theme park of your choice and you have been given a project to research and design a marketing campaign for the company. One part of your project requires you to communicate information relating to the project in a number of different formats; a verbal presentation about ideas for how to market the theme park/ new ride, a report on the success of previous marketing campaigns and a leaflet to advise staff on a new marketing campaign. Another part of the project requires you to team up with colleagues to pitch an idea for the marketing campaign of a new ride. You will make a number of corporate communications and pitch the idea to the board of directors...
Words: 713 - Pages: 3
...------------------------------------------------- A Report on Best Buy Culturally Sensitive Marketing and Advertising Best Buy Co., Inc. is considered to be the largest consumer electronics retailer in the world, which went bankrupt few years earlier due to various causes. However, the company has been striving hard to get back its old reputation and fame to which it became successful to a great extent. One of the reasons behind this is considered to be marketing or more specifically advertising of Best Buy. The company understands the need to create effective advertising in the present competitive market environment (Balmer & Illia, 2012). No doubt a company needs to improve its product line and quality of those products to capture customers and potential market. Besides this, it is equally important for firms to focus on the advertisement strategies to highlight own potentials and effectiveness and represent theses to the world by means of improved advertisement. The Company understands the local culture of the two nations and therefore develops its advertisement strategies according to it. This gives the company a competitive advantage of satisfying customers deeply-rooted to their culture (Balmer & Mukherjee, 2006). While adopting advertising strategies, the company Best Buy pays great attention to some of the key requirements like that of command for attention, showcasing the product benefits extensively, proving the benefits, persuading people to grasp the benefits...
Words: 1010 - Pages: 5
...Consumer Psychology Consumer Psychology and Marketing Communication Marketing messages are essential components that are needed in order to attract consumers. Consumer psychology must be understood before marketing messages can be expressed. Hence, marketing communication and consumer psychology both have a tying relationship. Consumer psychology can best be defined as the way individuals feel about certain goods and services they purchase. For example, a person’s thoughts, beliefs, feelings and perceptions will influence how they will buy and relate to certain goods and services. A family of five people for example, will probably want to purchase a large vehicle such as a sport utility vehicle for a large family. There are two articles which describe the concepts of consumer psychology and marketing communication, and examples are given to better understand both concepts. Castronovo and Huang explain how “Word-of-Mouth” marketing can be an efficient way to promote certain goods and services. Consumers rely on this form of marketing because they have an opportunity to hear the opinions of other individuals who have previously purchased goods or services. If goods or services are psychologically risky, it is more probable for consumers to rely on “word-of-mouth” marketing. Word-of-mouth marketing is also essential for several social media outlets. Society in the twenty-first century relies heavily on the internet, hence social media such as linked in, facebook...
Words: 742 - Pages: 3
...ISSN 1857-8047 CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IMAGE Ayanda, Adebayo Maruf Department of Business Administration and Management Technology, Faculty of Management sciences, Lagos State University, Ojo, Lagos- Nigeria. Baruwa, Akinfolarin Afeez Department of Business Administration and Management Technology, Faculty of Management sciences, Lagos State University, Ojo, Lagos- Nigeria Abstract This article analyses the impact of corporate social responsibility on corporate image, basing the findings theoretically and empirically. The first part of this article focuses on a theoretical concept of corporate social responsibility. The authors analyze different definitions of corporate social responsibility, review chronological development of this concept and reveal similarities between different definitions. Positive and negative positions towards corporate social responsibility are presented and compared. The second part of this article reveals the theoretical concept of corporate image and the constituting factors. After discussing different definitions of corporate image, concluding remarks are made. The authors of this article discuss the topicality of corporate image management subsequently and name the factors that form corporate image, laying out the basis to manage particular factors. The first two parts of this paper provide a theoretical basis for further discussion. The third part of this article outlines insights for causality between corporate social responsibility...
Words: 7229 - Pages: 29
...Marketing fundamentalsFUNDAMENTALS OF AN INTEGRATED MARKETING COMMUNICATION PLAN This document is intended to provide a general guide to students in Bus 134B, Integrated Marketing Communications, as they develop their semester project. Hopefully, this will provide an additional “comfort zone” to students, enabling a clearer understanding and a faster start with the project. References to page numbers and figures whose content is incorporated here refer to Chapter 4, The IMC Planning Process, of Integrated Advertising, Promotion, and Marketing Communications, Clow & Baack, 5th Edition, Prentice Hall, 2011. Integrated Marketing Communications (IMC) is the term used to describe the entire program by which you communicate with your customers. The “face, personality and spirit” of your company and products (all marketing mix variables) should blend together to present a unified message. Note that an IMC plan is NOT a marketing plan. An IMC plan is the portion of the marketing plan that involves all promotional aspects of the marketing plan. All communications with customers, including but not limited to • personal selling • consumer sales promotions • trade (channel) promotions • advertising • public relations • corporate as well as product positioning • customer service experiences are included in a complete IMC plan. Each of these different communication types must be aligned with and in support of each other and the overall positioning (Value Image) of company. To develop a feeling...
Words: 1524 - Pages: 7
...nutrition, baby nutrition and the bottled water. In 2008, Dannon did manufactured and also marketed the fresh dairy products in US and they became number 2 player in domestic yoghurt market. Dannon’s marketing efforts did focused on the growing US yoghurt consumption and expanding the category, and this was while growing the brands. Dannon has been maintaining some strong commitment to CSR, which was integrated into the overall mission of the company. They have internalized its CSR commitments and programs (Marquis, Et al, 2010). Danone took some holistic approach to social responsibility and this was indicated by the mission statement. The social values were embedded deeply in the company’s culture and also the business. Antoine Roboud, who was the CEO, communicated the vision of Danone double commitment to the economic performance and social responsibility in 1972. According to the senior leadership, the social responsibility was the basis to the purpose of Danone as the economic performance. This was the double project and it stipulated some equal respect for the social influence and the financial results of the business decisions (Marquis, Et al, 2010). To Communicate or Not to Communicate? Dannon should begin to proactively communicate to consumers its CSR plans. Communication with the consumers will improve on various issues with customers. First, it improves education on nutrition and health. If Dannon will communicate with customers, company’s CSR activities and Dannon...
Words: 1715 - Pages: 7
...mainly in marketing for banks and trading companies. Experience was irrelevant. Relevant experience gained in corporate communication was only 2 years and over 10 years ago. Past experience mainly in marketing for media and advertising companies and trade promotions for foreign country’s overseas office. Experience was irrelevant. Recent few years’ experience in marketing was irrelevant. Experience in corporate communication mostly gained from hotels and advertising companies. Experience was also irrelevant. Only 5 months’ experience in corporate communication. Experience was inadequate. Past 15 years’ experience mainly in customer account management for advertising companies. Experience was irrelevant. Only 2 years of experience in corporate communication. Experience was inadequate. Past experience mainly in marketing for logistics companies. Experience was irrelevant. Past experience mainly in university, sport development institution and bank. Job nature mainly in alumni relations, in marketing, corporate affairs and customer service. Experience was irrelevant. Reason for not invited to interview (8) 15 11 (11) 22 10 (14) 17 4 (17) 17 3 (19) 17 9 (20) 21 2 - 235 - Candidate No Years of senior management experience Yr Mth 8 16 Reason for not invited to interview (21) Recent few years’ experience in corporate affairs and consulting. Experience was irrelevant. Experience in corporate communication mostly gained...
Words: 433 - Pages: 2
...Identity based views of the corporation Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image Abstract Purpose – The purpose of this paper is to consider advances in corporate identity scholarship on the occasion of the tenth anniversary of the first special edition of corporate identity to appear in the European Journal of Marketing in 1997. Design/methodology/approach – The paper takes the form of a literature review. Findings – The notion of, what can be termed, “identity-based views of the corporation” is introduced. Each of the ten identity based perspectives that inform the above are underpinned by a critically important question which is believed to be of considerable saliency to marketing scholars and policy advisors alike. As a precursor to an exposition of these ten perspectives, the paper discusses five principal schools of thought relating to identity and identification ((the quindrivium) which can be characterised as: corporate identity (the identity of the organisation); communicated corporate identification (identification from the organisation); stakeholder corporate identification (an individual, or stakeholder group’s, identification with the organisation); stakeholder cultural identification (an individual, or stakeholder group’s, identification to a corporate culture); and envisioned identities and identifications (this is a broad category and relates to how an organisation, or group...
Words: 12644 - Pages: 51
...Marketing Strategy Template Research Tempess Barnett, Jennifer Bautch, Laura Bentem, Shana Estabrooks, Kenisha Sulker HCS/490- Health Care Consumer Trends & Marketing April 18, 2016 Dan Crawley Marketing Strategy Template Research Introduction (Tempess) Marketing & Communication Strategy Templates SWOT analysis is a situational assessment that can be used for marketing strategies for a business. SWOT analysis is the breakdown of the Strengths, Weaknesses, Opportunities and Threats for the business; they are able to utilize this breakdown to their benefit for marketing purposes. Another marketing strategy is Differential Advantage. Differential Advantage is a marketing strategy where an organization focuses on and promotes the benefits or expertise of their organization that other organizations do not have and consumers seek (Berkowitz, 2011). Communication strategies must be used in marketing as well. Integrated Marketing Communications (IMC) is a communication strategy that helps shift marketing solely from advertising to multi-media advertisement and consumer promotion for a strategic implementation of their brand or organization while aligning communication and marketing goals (Holm, 2006). Another communication strategy is in Public Relations (PR). Public Relations are the beneficial relationship between an organization and the community it is in. PR can promote the business to the public while also doing analysis of public opinion...
Words: 768 - Pages: 4
...Andrew Evans 15 Cornwall Ave ( Example City ( Phone: 0400 000 000 ( aevans@somedomain.net Marketing Communications Manager • Nationally award-winning marcom professional with 13 years of experience leading corporate marketing and internal communications for multimillion-dollar companies across diverse industries. • Respected leader of creative teams, multimedia divisions and corporate communications departments. Conceptualise and orchestrate marketing campaigns that effectively reinforce and build brand images. • Expert in the technical, conceptual and content development of sales-driving collateral. Proven ability to drive record-high marketing campaign response rates and execute successful product launches. Skills |Marketing Strategies & Campaigns |Focus Group & Market Research | |Corporate Communications |Development of Training Materials | |Creative Team Leadership |Sales Collateral & Support | |Product Positioning & Branding |Public & Media Relations | |Web & Print Content Development |New Product Launch | Recent Awards |Award of Excellence for Outstanding Advertising (ABC Co “Road Warrior” campaign), 2008 ...
Words: 709 - Pages: 3
