Integrated Online Marketing

In: Business and Management

Submitted By melankeshishian
Words 7145
Pages 29
The current issue and full text archive of this journal is available at www.emeraldinsight.com/1363-254X.htm

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 original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and targeted audience/communication channels. Keywords Integrated marketing communications, Internet, United Kingdom, Online operations Paper type Research paper…...

Similar Documents

Value on Integrated Marketing

...MBA 6012 Integrated Global Marketing Value on Integrated Marketing Starbucks Coffee Starbucks History Jerry Baldwin, Zev Siegl and Gordon Bowker created Starbucks; they met coffee roasting entrepreneur Alfred Peet who inspired the three novices to open a coffee shop to sell roasted coffee at their first location in Pike Place, Seattle. Their goal was to sell high quality coffee beans. This venture has certainly paid off, as Starbucks has become a well-known name brand both locally and internationally. They met Howard Schultz an entrepreneur who suggested the idea of selling coffee drinks in European style cafes. He later went on to purchase Starbucks and expanded the coffee chain. Starbucks Corporation (NASDAQ: SBUX) is a global coffee company with an Italian-style coffeehouse which started its chain in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 19,972 stores in 60 countries, including 12,937 in the United States, 1,273 in Canada, 971 in Japan, 790 in Great Britain, 657 in China, 453 in South Korea, 356 in Mexico and 276 in Taiwan. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and Panini, sweet pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of......

Words: 2187 - Pages: 9

Integrated Marketing

...Assignment on MKT 201 MARKETING MANAGEMENT Prepared for Farheen L. Khurrum Lecturer Department of Business Adminstration Prepared by Jamal Uddin Ahmad ID # 2007–1-10-127 Section 6 Department of Business Adminstration East West University What have been the key success factors for Krispy kreme? Ans: Krispy Kreme is the “Hottest Brand in America”. It was founded in 1937. From that time it has a brand image of old-fashioned feel. It wants to fulfill the demand of all customers. Brand image works a lot to do this. The company’s marketing is grassroot local. Krispy Kreme has no traditional advertising budget rather it goes for the aid of local groups and charities. But it provides free donuts to TV, newspaper and radio stations before entering a market. It opened its first store in New York City in 1996. But now it has more than 300 outlets. Each local outlet is an emissary for the brand and Krispy Kreme’s sirnature Doughunt Theater defines the brand image. Doughunt Theater is a bit show business that draws customers into the baking experience and makes them feel like they are a part of the process. All these factors are playing a key roll in the success of Krispy Kreme and it must work to find new ways of creating excitement that build customer pride. . Where is Krispy Kreme Vulnerable? What should it watch out for? Ans: Krispy Kreme is vulnerable in case if their......

Words: 302 - Pages: 2

Integrated Marketing

...INTEGRATED MARKETING COMMUNICATION Student’s Name Institution Integrated marketing communication Introduction Integrated marketing communication (IMC) is the new trend in the world of marketing. Companies and especially international companies are using IMC in order to reach out to their customers. New establishment want to get large market shares or start up new market share. This is not easy unless their marketing task force is good and efficient in its work (Yeshin, 2012). As an IMC director, Thalmic Labs MYO Armband advertises its products in Australia as much as possible. An advertisement will matter a lot to the audience if it is made very attractive and especially eye-catching. A good advertisement should focus on the main point but most of all able to make the audience want to listen and view it. In this century, everybody is very busy trying to make an extra dollar in order to live the life they have always wanted to live. They do not have time to stop and listen to advertisements unless it is very important. My company is willing to make such an advert for Thalmic Labs MYO Armband as it prepares to set up its establishment in Australia. The fact that most people are using computers to do almost all their jobs is useful to the company in that they can use websites to advertise their new product. The use of muscles flexibility and computers is very new and attractive to...

Words: 302 - Pages: 2

Online Marketing

...Online Marketing http://www.dealix.com/pdf/businesscaseforinternetsalesleads.pdf Internet Today, the Internet is the first place consumers go to when shopping for new vehicles. Online marketing will continue to gain popularity as a device for consumers to educate themselves about new cars and trucks. The most successful dealerships have demonstrated that Internet leads have enabled them to continue growing and gaining market share, even in challenging economic times. More and more buyers are resorting to online marketing when they want to purchase vehicles and the volume of Internet sales is continuing to increase, especially the younger generation. Thus, the Internet serves as a fundamental channel in doing business because it provides access to consumers with the knowledge and information when interested in purchasing a product. Ultimately, Dodge Dart should utilize the Internet as an effective marketing tool since it provides precise information for their consumers and preferences. When consumers engage in external search of information, it is essential to provide them with extensive attributes and benefits of the product to keep them captivated. The use of media search is continuously expanding due to the convenience and accessibility for consumers; therefore, it is essential to increase consumers’ involvement and motivation toward Dodge Dart through various Internet sources. In order to better engage customers and give them a more interactive experience, we can......

Words: 357 - Pages: 2

Integrated Marketing Communications

...Intercontinental Hotel Group - Integrated Marketing Communications Individual Assignment no. 2 Syesha Kapoor LRB305188 Strategic Brand Management 2013-MBA II 2 Statement of authorship I certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed: ___________________________ Date: _________________________ 3 TABLE OF CONTENTS 1. Research Background Company’s profile ………………………………………………………………………... 4 2. Integrated Marketing Communications Meaning, purpose of IMC………………………………………………………………… 4 IHG’s IMC…………………………………………………………………….…………… 5 Effect of IMC on Brand awareness and Brand Equity …………………………………... 5 3. Critical analysis of IMC used by the brand …………………………………………. 7 4. Bibliography ………………………………………………………………………….. 8 4 IGH COMPANY PROFILE Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics......

Words: 3575 - Pages: 15

Lidl- Integrated Marketing Campaign

...Middlesex University , BA Marketing LIDL Integrated Marketing Campaign MKT2232 Branding and Integrated Marketing Communications Module leader: Moustafa Battor Students | Name | Student Number | | Nils Wurl | M00367256 | | Mihaela Palca | M00378081 | | Maedh Marsha Zambrano | M00384704 | | Sara-Sofia Broberg | M00373321 | Seminar tutor | Dinesh Nanayakkara | Time | Monday | 1pm to 2pm | Content 1. Introduction 3 2. Situational Analysis 4 2.1 PEST Analysis 2.2 SWOT Analysis 2.3 Current IMC Analysis 2.4 Competitors Analysis 3. Marketing Strategies 9 3.1 Marketing strategies 3.2 Target Market 3.3 Campaign Objectives 4. Campaign 11 5.1 Theme, Message and Brand Values 5.2 Promotional Tools 5.3 Campaign Budget 5.4 Schedule 5.5 Evaluation 5. Appendices 17 6. References 23 1. Introduction Lidl was founded in Germany as a grocery wholesaler in 1930. Its first shop in the UK opened in1994 and has grown to over 500 shops. This report outlines Lidl’s Integrated Marketing Communications (IMC) plan to raise brand awareness, customer satisfaction and to increase the company’s market share. It is also the start for a new era by introducing an online shopping service which is absolutely crucial to stay competitive in the UK’s grocery industry. Furthermore, by extending Lidl’s Deluxe range the company is responding to the shift...

Words: 4102 - Pages: 17

Integrated Online Marketing Communications

...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 original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and......

Words: 7038 - Pages: 29

Integrated Marketing

... Integrated Marketing Strategy Joey Willoughby OMM615 Integrated Marketing Communications/Advertising/Public Relations and More Instructor: Dr. Janis McFaul September 29, 2014 Integrated Market Strategy Introduction: This research document will encompass an integrated market strategy for the Toyota Tundra. It will embody such descriptives as an overview/executive summary of the marketing strategy, the product and desired brand image, the target market, including buyer motivations, demographics, and psychographics, the over-all marketing strategy, including positioning strategy versus competitors, a promotion and advertising campaign that includes a description of one advertisement, a suggestion and descriptive of one advertisement, a suggestion and descriptive of a public relations campaign, the utilization of an Internet marketing campaign, including website and utilization of email, and a direct marketing campaign, including customer relationship management. Is an integrated market strategy for the Toyota Tundra the most logical way for Toyota to advertise and sell their product? Overview/Executive Summary of the Marketing Strategy: According to Toyota Global, 2014......

Words: 3227 - Pages: 13

Integrated Marketing Strategy

...Integrated Marketing Communication (IMC) AND Customer Satisfaction Catherine L. Reddish Professor: Dr. William Bonaparte December 3, 2013 Stayer University Introduction In this setting their will be integrated marketing strategy and communication though adverting strategy and how it aligns with its marketing goals. Then show how effectiveness the advertising will be measured, also discuss the promotional strategies that may be used in addition to advertising. Develop an approach to measuring customer satisfaction with Lay’s Potato Chip product and service. Then, discuss how gaps in customer expectations and experience will be addressed. 1. The adverting strategy is to change the consumer’s buying behavior to achieve the goal in marketing. Doing this marketing goal, cognition relates to increasing a consumer’s awareness and knowledge of the product (Cespedes, 1996). Lay’s potato chip marketer also attempts to appeal to the customer on an emotional level. Finally, Lay’s want to encourage its customers a chance in behavior; which is purchasing the product being advertised. During the introduction stage Lay’s life cycle job is to distribute information about the product and how it is superior to the competitor’s product. In the growth stages Lay’s aim to increase the target segment’s feeling about the product in a positive way. The maturity stage sees the marketer reminding the consumer of......

Words: 1745 - Pages: 7

Online Marketing

...Online Marketing at Big Skinny Case Study Bob Monroe 70-451 MIS September 10, 2013 Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Image courtesy Benjamin Edelman and Scott Duke Kominers [EK12] Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Carnegie Mellon University ©2012 - 2013 Robert T. Monroe Mock-up courtesy Benjamin Edelman and Scott Duke Kominers 70-451 Management Information Systems Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Mock-up co Benjamin Ede Scott Duke K [EK12 Mock-up courtesy Benjamin Edelman and Scott Duke Kominers Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Attributed to John Wanamaker US department store merchant (1838 - 1922) Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Sponsored Search Terms Vary Greatly In Cost and Effectiveness Keyword     Clicks     Impressions     CTR     Avg.   CPC     Total   Cost     Avg.   Pos.   Conv.   Cost   per-­‐   Conv.   Conv.   Rate     thin  wallets     leather  wallet     "thin  wallet"     "big ...

Words: 736 - Pages: 3

Online Marketing

...Online Marketing Project 40059928 Content 1. Introduction.....................................................................................................2 2. Online Communication Tools........................................................................2 2.1. Destination Web Site.................................................................................2 2.2. Online Advertising.....................................................................................3 2.3. Social Media Marketing.............................................................................3 3. Online Marketing Research...........................................................................4 3.1. Quantitative Research...............................................................................4 3.2. Qualitative Research..................................................................................4 4. Consumer Search Behaviour in Online Shopping Environments..............5 4.1. Modes of Web Search Behaviour..............................................................5 4.2. Research Model.........................................................................................6 5. Conclusion and Recommendations..............................................................7 Appendices......................................................................................................8 Appendix 1...............................................

Words: 2413 - Pages: 10

Integrated Marketing Campaigns

...Integrated Marketing Strategy Campaigns Tahiti Tourisme The goals of this business was to develop a brand strategy that would help them define the target market, aligning their brand with insights from tourists as well as establishing awareness and preference of new and recurrent visitors. Tahiti Tourisme focused on promoting the exclusiveness and reward that the islands have to offer. They defined and created awareness of these attributes through their integrated strategy. Their campaign used a variety of platforms that were paid, earned and owned. They took advantage of social media and used ads on YouTube, Pinterest, Facebook, Twitter, as well as on magazine ads and billboards. Through these channels the privacy and seclusion attributes were strongly advertised, as well as the beauty and exotic qualities of this destination. They were also able to establish public relations through endorsements, being featured in different movies and TV shows like National Geographic and The Bachelorette. The company was able to increase their brand awareness by a 45%, increasing their website visits by 17%, their social channels by 69% and their visitors’ arrivals by a 109%. Their integrated marketing campaign allowed them to grow significantly their page views and engagement, as well as a better and stronger brand awareness through the relationships they established with key travel media. I believe their integrated marketing strategy helped them achieved their goals, focusing on......

Words: 1036 - Pages: 5

Integrated Marketing Communication

...Executive Summary Integrated marketing communication is being practiced by almost all companies now. The purpose of this report is to focus on the communication tools that will be used by Hewlett Packard (HP) and UNICEF to communicate their message to their target audience. Furthermore the objectives of each company will be analyzed in detail as well as the measure they will be using to measure their IMC outcome. Lastly we will be analyzing the differences between both companies based on their IMC tools and how they differ from each other in terms of objectives. This report will give both companies a glimpse of how they can enhance their brand equity by effectively using the appropriate IMC tools and how the IMC tools will benefit them. Table of content A. Background of Hewlett Packard Company 4 1.0 HP’s Target Audience 4 1.2 Integrated Marketing Communication objectives of HP 6 2.0 The Integrated Marketing Communication Mix of Hewlett Packard 7 2.1.1 Advertising 7 2.1.2 Online Marketing 8 2.1.3 Personal Selling 8 2.1.4 Sponsorship 8 2.1.5 Public Relation 9 3.0 Measuring IMC outcomes 9 B. UNICEF 12 1.0 Target Audience of UNICEF 12 1.1 Market Segmentation 13 1.2 Integrated Marketing Objectives of UNICEF 13 2.0 The Integrated Marketing Communication Mix of UNICEF 14 2.1.1 Social Media 14 2.1.2 Sponsorship 14 2.1.3 Online marketing 15 2.1.4 Events 15 2.1.5 Public Relation 15 3.0 Measuring IMC outcomes 16 4.0 Analysis of IMC......

Words: 5112 - Pages: 21

Integrated Global Marketing

...Geico: Successful Marketing Case Study Miranda Furstoss MBA-FP6012 – Integrated Global Marketing Assessment 5 June 29, 2015 Geico: Successful Marketing Case Study Abstract Geico is an insurance company who writes multiple lines of insurance, yet focuses on the auto insurance segment of the industry. They excel in marketing to their target audience which is what makes them an excellent organization for a marketing case study. Their marketing efforts propeled them from the small direct-marketing company they began as to one of the leading auto premium writers in the United States today. By reviewing the marketing system and efforts of Geico, it is easily seen how the right marketing tools and strategies in place can prove successful for any organization. Company Overview Geico is an insurance company founded by Leo Goodwin in 1936 that began as a carrier for the select market of military and government personnel, but later expanded to offer services to everyone (Geico, n.d.a). Goodwin had a vision to create a successful auto insurance business by targeting such a specific group, and he certainly succeeded. Since ending their first year with 3,700 auto policies, they now have more than 13 million policies in force and are still going strong (Geico, n.d.a). In fact, the growth from its meager beginning to now has risen it to the second position of persinal auto insurers in the United States, a nice position in such a competitive market (Das, 2014). They are......

Words: 8620 - Pages: 35

Integrated Marketing and Customer Satisfaction

...Integrated Marketing Communication and Customer Satisfaction Rodney M. Edge, Sr. Dr. Charles Richardson MKT 500 – Summer 2011 ← Question 1: Discuss the company’s advertising strategy and how it aligns with its marketing goals. The majority of our advertising practices will make use of resources on the web. We have done multiple experiments with several events and have had fairly decent success with those events. Facebook and Twitter are excellent for spreading news about concerts, listening parties and other entertainment functions. Combined with news from our own website, this allows us the ability to quickly and effectively spread the word and create a buzz about our products and events. ← Question 2: Discuss how the effectiveness of the advertising will be measured. Effectiveness for our company will be assessed in two ways. First, our marketing initiatives can be measured through a tool called Band Equity, set up through our distribution resources. This tool assesses the effectiveness of our marketing by measuring how our advertising turns our fan base into actual customers. The second measure is attendance to live events. Though attendance measures can vary, generally a venue that is at least 50-75% capacity is considered a really great accomplishment. ← Question 3: Discuss the promotional strategies that may be used in addition to advertising. Selling compact discs generally don’t allow a lot of room for promotions. But there are......

Words: 521 - Pages: 3