In general, the paper "Integrated Internet Marketing Communication" is a great example of marketing coursework. Before the advent of information technology, marketing used to be a separate domain in business, and one that applied traditional and mainstream methods of conveying information to consumers. However, in today’ s fragmented and inconsistent media, it has been integral for corporates and businesses to integrate these diverse marketing communications into a single proponent, to ensure that they are able to maintain a brand that is both coherent and consistent (Ohman & Sikblad, 2013; Kitchen & Burgmann, 2010).
However, the integration of this diversity found in the new media, the internet and a demystified consumer market makes it relatively difficult for companies to relay information and thus may act as an impediment to growth and development. These new forms of advertising also create a challenging, complex and competitive environment, where companies are in fierce battles to fulfil their customers’ needsShimp(2010). It is from this marketing management challenges that the concept of Integrated Marketing Communication (IMC) was constructed, to try and assist companies model a unary communication system (Mihart, 2012).
The following paper will thus aim to compile a consolidated review on Integrated Marketing Communication by identifying its evolution, key features, the impacts it has had on marketing and barriers it encounters in its implementation. In addition, this review will also cover on components like marketing theories, implications that the IMC has on marketing managers and finally present practical business-world recommendations. Research Issues In order to obtain a contextualized view of Integrated Marketing Communication, it is instrumental to study its evolution and be able to identify how it has experienced growth over the past few decades.
It is from this study that we will also able to identify how internet marketing came to replace other mainstream methods that include traditional media like television and magazines, hiring collateral agencies and organizing sales promotion teams. However, the escalation of technology into the business world created the need to develop a more efficient concept that would supplement and complement the existing models of marketing. These articles, however, fail to offer specific time frames for when these changes started being felt in the corporate and business world.
The research issues found in these articles will thus be portioned into distinct sections, to provide a logical flow in summarizing the key issues and gaps that they contain. Origin of Integrated Marketing Communication It is from this need that the first idea of Integrated Marketing Communication was born around 1989. The earliest definition of IMC was a concept that would recognize and encompass the different communication disciplines into a common axiom, which would be consistent and impact positively on communication (Shimp, 2010). With time, however, a more detailed and comprehensive definition was adopted that provided a conceptual framework for the definition of IMC that has now become internationally accepted. Definition of integrated Marketing Communication The more recent definition states that IMC is the continuous process of implementing and developing diverse communication programs with consumers over a given period of time (Ohman & Sikblad, 2013; Sethi, Goriya & Sign (2014). It thus integrates all sources of a company’ s communication channels into a common domain, to positively influence the behaviours of customers.
For the purposes of this study however, we will only focus our attention on internet marketing as one aspect of Integrated Marketing Communication, which is one of its core elements.
Kitchen, Philip& Burgmann, Inga.(2010). Integrated Marketing Communication. John Wiley & Sons Ltd.
Mihart, Cameli. (2012). Impact of Integrated Marketing Communication on Consumer
Behaviour: Effects on Consumer Decision – Making Process. International Journal of Marketing Studies, 4(2).
Ohman, Fredrik& Sikblad, Stina.(2013).Integrated Marketing Communications: Management of Messages to External Stakeholders.Luleå University of Technology.
Sethi, T., Goriya, A.and Sign, A. (2014). Integrated Marketing Communication: Theory, Challenges and Barriers. Haryana School of Business.
Shimp, Terence (2010). Integrated Marketing Communications in Advertising and Promotion, 8e. South-Western: Cengage Learning.