MKBU 3225 Chapter Notes - Chapter 14: Integrated Marketing Communications, Customer Engagement, Sales Promotion
4 Dec 2016
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Document Summary
Several major factors changing marketing communications: consumers changing. Can use internet, social media, & other tech to find info rather than relying on marketer-supplied info. Can connect easily w/ other consumers to exchange brand-related info/create own brand messages & experiences: marketing strategies changing. Developing focused marketing programs designed to build closer customer relationships in more narrowly defined micromarkets: advances in digital tech causing changes in ways companies & customers communicate w/ each other. Shifting to online, social, mobile, & other new-age media. New media formats let marketers reach smaller communities of consumers in more interactive, engaging ways. Content marketing: creating, inspiring, & sharing brand messages & conversations w/ & among consumers across fluid mix of paid, owned, earned, & shared channels. Imc involves iding target audience & shaping well-coordinated promotional program to obtain desired audience response. Marketers moving toward viewing communications as managing ongoing customer reengagement & relationships w/ company & its brands.
