Integrated Marketing Communications and Benefit †MyAssignmenthelp.com

Question: Discuss about the Integrated Marketing Communications and Benefit. Answer: The technological advancement has helped marketing function of companies to deliver adequate and relevant information to the target audiences. Integrated marketing communication is a practical approach through which companies can easily integrate different communication channels and platforms so that required information regarding the company and its products can be easily delivered to the audiences(Belch et al., 2014). In the present scenario, online companies are gaining the majority of share as they easily target different segment customers and offer the range of products and services at the single website. The giant online firms like Amazon, Flipkart, Myntra use integrated marketing communication processes that ultimately benefit the companies in targeting mass of audiences. In the marketing campaign, text-based content will always be the central part of marketing, but with the digital era, companies are shifting their paradigm through using visual content. Online giant companies like Amazon, Flipkart, Ebay, etc. use visual content on the web that likely to attract the majority of the customers. The visual content mainly focuses on using different images, videos as well as infographics in the website so that the clients get easily attracted towards the content and information that is displayed(Percy, 2014). It has also been assessed that incorporating images and visuals in website increases their reach to customers as well as also enhances the brand image of the websites. For example, leading E-commerce Company that is Amazon Australia uses images of their products which they are selling to their customers. The use of images on e-commerce website supports the customers in gaining information regarding the product that is color, pattern, etc. With the help of using technology Amazon showcase different range of products as well as the variety of products that are currently available(Amazon, 2017). Thus, Amazon has been enormously successful in creating the elevated level of customer bonding. Along with this, Amazon site mainly focuses on using interactive technology for servicing high value of customers. The services mainly favor the regular shoppers through offering them the discount as well as coupons so that they can engage in purchasing items on the sites. Along with this, visual content on the web also displays different options and services that are offered by Amazon to their customers. For example, register icon with this customer can list them and mark their interests, which are used in profiling and can also register to receive information in the form of newsletters. Therefore, it is stated that this results in enhancing customer involvement that directly benefits the website. Moreover, the use of visual content on the website also supports e-commerce websites in enhancing their marketing activities and functions through which they can easily connect people and promote their products. In essence, integrated marketing communication is considered as the significant aspect that controls the message of a company which is conveyed to the public so that it does not create the conflicting situation(Luxton et al., 2015). The company engages in using different integrated marketing communication strategies for promoting and advertising their range of products and services among the mass of audiences. Through using integrated marketing communication, Amazon provides personalized homepage with products that are earlier purchased by different customers or new products that have similarity with the past purchased goods. Therefore, it is stated that public relations are considered as the significant aspect that results in success of Amazon. It has been assessed that integrated marketing communications (IMC) play an important role in enhancing the equity of brands and targeting large audiences. With the help of using various other aspects of IMC programs that are sales promotions, branding strategies, mobile advertisement, digital marketing, word of mouth buzz as well as promotion, etc. that support the company. Another facet of integrated marketing communication focuses on high advertising through both traditional and digital medium. In the present scenario, online giant focuses on using newsletters, discounted coupons and offers, etc. to advertise and promote their range of products and services to the mass of audiences. For instance, eBay Australia uses coupon as well as vouchers to attract and target customers towards their products(eBay, 2017). The significance of using digital advertising platform to Amazon is that it plays the vital role in building and enhancing the brand image of the website. Along with this, it also focuses on reaching or targeting mass of people with the newsletter so that they can have information regarding the loyal customers those who have subscribed the letter(Porcu et al., 2017). Thus, it is summarizes that with the changing concept of marketing directly support the company in enhancing their reach through using distinctive marketing communication channels. References Amazon, 2017. Amazon homepage. [Online] Available at: https://www.amazon.com.au/ [Accessed 8 September 2017]. Belch, G.E., Belch, M.A. Powell, I., 2014. Advertising: An integrated marketing communication perspective. New York: McGraw-Hill Education. eBay, 2017. eBay homepage. [Online] Available at: https://www.ebay.com.au/ [Accessed 8 September 2017]. Luxton, Reid, M. Mavondo, F., 2015. Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46. Percy, L., 2014. Strategic integrated marketing communications. Abingdon: Routledge. Porcu, L. et al., 2017. Measuring integrated marketing communication by taking a broad organisational approach: The firm-wide IMC scale. European Journal of Marketing, 51(3), pp.692-718.