Consumers Determine Which Media Forms They Want to Get Exposed to and the Amount of Time They Wish to Devote to Each Medium.
Managing Marketing Communications
Kliatchko(2008): Consumers determine which media forms they want to get exposed to and the amount of time they wish to devote to each medium.
1. Introduction
Integrated Marketing Communications (IMC) became acknowledged as a formal field of study in early 1990s and since then its concept was altering alongside with changes happening to society and technological progress.
One of the early definitions given by Journal of Integrated Marketing Communications states that IMC is a strategic marketing process specifically designed to ensure that all messaging and communications strategies are unified across all channels and are centered around the customer. ((JIMC), –)
Essentially, IMC is the application of consecutive brand messaging across both traditional and non-traditional marketing channels. Over time with the change of marketing channels consumer behavior has been reshaping and the question that comes along is ‘How should the brand messaging change?’
New rules have come into effect in the media sector that will change the face of marketing forever. Specifically, the shift from mass broadcasting to a more individualized digitally-driven approach means that the traditional algorithm of brand advertising - through access to and high-frequency of contact with the audience – needs to be revised. If the majority of media are digital and interactive, engaging the consumer and spreading information virally, then there is little point in continuing to control the process, as if the media world is still one-dimensional.
Nowadays, it isn’t enough for advertisers to simply add one or two new digital media channels to the existing marketing schemes. They ought to fundamentally alter their whole approach, bringing the new media and digital marketing to the forefront. While the basic principles of marketing, namely positioning and segmenting, will remain unchanged, these new channels allow to create new ways of reaching the
Kliatchko(2008): Consumers determine which media forms they want to get exposed to and the amount of time they wish to devote to each medium.
1. Introduction
Integrated Marketing Communications (IMC) became acknowledged as a formal field of study in early 1990s and since then its concept was altering alongside with changes happening to society and technological progress.
One of the early definitions given by Journal of Integrated Marketing Communications states that IMC is a strategic marketing process specifically designed to ensure that all messaging and communications strategies are unified across all channels and are centered around the customer. ((JIMC), –)
Essentially, IMC is the application of consecutive brand messaging across both traditional and non-traditional marketing channels. Over time with the change of marketing channels consumer behavior has been reshaping and the question that comes along is ‘How should the brand messaging change?’
New rules have come into effect in the media sector that will change the face of marketing forever. Specifically, the shift from mass broadcasting to a more individualized digitally-driven approach means that the traditional algorithm of brand advertising - through access to and high-frequency of contact with the audience – needs to be revised. If the majority of media are digital and interactive, engaging the consumer and spreading information virally, then there is little point in continuing to control the process, as if the media world is still one-dimensional.
Nowadays, it isn’t enough for advertisers to simply add one or two new digital media channels to the existing marketing schemes. They ought to fundamentally alter their whole approach, bringing the new media and digital marketing to the forefront. While the basic principles of marketing, namely positioning and segmenting, will remain unchanged, these new channels allow to create new ways of reaching the
References: (JIMC), J. o. (–). Retrieved 07 03, 2013, from JIMC: http://jimc.medill.northwestern.edu/what.aspx Grossman, L. (2006, 12 25). You — Yes, You — Are TIME 's Person of the Year. Retrieved 07 06, 2013, from time.com: http://www.time.com/time/magazine/article/0,9171,1570810,00.html Humphreys, L., & Messaris, P. (2005). Digital Media Transformation in Human Communication. London: Peter Lang Publishing. KITCHEN, P. J., BRIGNELL, J., LI, T., & JONES, G. S. (2004, 03). The Emergence of IMC: A Theoretical Perspective. JOURNAL OF ADVERTISING RESEARCH . Kliatchko, J. (2008). Revisiting the IMC construct. INTERNATIONAL JOURNAL OF ADVERTISING . Kliatchko, J. (2005). Towards a new definition of Integrated Marketing Communications (IMC). INTERNATIONAL JOURNAL OE ADVERTISING . Pingdom. (2009, 01 22). Internet 2008 in numbers. Retrieved 07 06, 2013, from pingdom.com: http://royal.pingdom.com/2009/01/22/internet-2008-in-numbers/