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Social Media's Impact On Integrated Marketing Communication

931 Words4 Pages

Aileen Véronique Schabel

MSc. International Marketing
Student ID : 20140415
05.05.2015

SOCIAL MEDIA’S IMPACT ON IMC
Marketing Communication
Individual Assignment

Problem

Evaluate how the emergence of social media has affected IMC. Using real-life examples of IMC campaigns, critically assess how interactivity can enhance or hinder the effectiveness of IMC campaigns.

Abstract

INTEGRATED MARKETING COMMUNICATION

Integrated Marketing Communication (IMC) is known as the concept of planning, executing, and monitoring a brands communications and messages with the objective of creating customer relationships. IMC provides an approach to continuously managing day to day interactions with customers and delivering a consistent message …show more content…

Makes people expect more, higher. Campaign cant reach those standards, doesn’t measure up to the expectations  negative impact on customer-brand relationship
People hype each other continuously through social media. Everyone is talking about it. Basically word of mouth, just broader, larger audience. If a hype does happen, you’re first diaspointed, then the product drops, after the hype is gone you revisit and evaluate and reflect, might realize that its not as bad afterall.
Anchorman2
Carrie – horror movie in the 70ies, got remade – social media campaign; rigged entire coffee store; one or two customers, the rest actors. Chairs floating, etc to promote the movie. Went viral and kicked off hype. Movie ended up being a flop. …show more content…

overflow of the same message everywhere can cause customers to get bored, not pay attention anymore

CONCLUSION

Social Media very beneficial for IMC
HOWEVER
Social Media should be only one part of an integrated marketing communication campaign

Bibliography

http://www.socialmediatoday.com/content/integrating-social-media-your-integrated-marketing-communications-imc-plan

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/the-marketing-environment-3/technology-32/impact-of-technology-on-marketing-170-7298/

Bhattacharya, Chitrabhan B., amd Sankar Sen. “Consumer-company identification: a framework for understanding consumers’ relationships with companies.” Journal of marketing 67, no.2, 2003, pp. 76-88

Fifield, P. (2007). “Marketing Strategy: The difference between marketing and markets”, 3rd ed., Elsevier/Butterworth-Heinemann, Amsterdam, Boston.

Kwon, EunSook and Yongjun Sung. “Follow me! Global marketers’ twitter use.” Journal of Interactive Advertising 12, no.1 (2011); pp.4-16

Watkins, Brandi. “ An Integrated Approach to Sports Branding: Examining the Influence of Social Media on Brand Outcomes.” Internatioanl Journal of Integrated Marketing Communications, Fall 2014,

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