Solved Integrated Marketing Communication & Marcom
What is marcom?
Marcom is an abbreviation for “marketing communications. It is the process of coordinating and integrating all marketing communication tools into a seamless program to help the company achieve its objectives. Marcom will often determine whether the company will succeed or fail (Ogden & Ogden, 2014).
How have the functions within marketing communications become more integrated?
All functions within marketing communications are being assimilated together to convey similar message to potential and existing customers. Different communication tools and channels are being coordinated to ensure consistency in marketing campaigns. Advertising, direct marketing, branding, packaging, online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more are being integrated to generate synergy.
What does the Forbes writer, Judy Begehr, say about how content will impact the IMC?
According to Begehr (2014), content will be the guiding principle behind integrated plan development. It is clear that valuable content will ultimately replace traditional ads. To wrest advertising from the cold, dead hands of the traditional agencies, the content industry is going to have to master and improve some basic brand management skills, including branding, strategic planning, media planning, and measurement.
Why is this important?
References
Begehr, J. (2014, February 3). How content will impact the future of integrated communications. Forbes. Retrieved from https://www.forbes.com/sites/gyro/2014/02/03/how-content-will-impact-the-future-of-integrated-communications/?sh=1334a2f423a7
Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more [Electronic version]. https://content.ashford.edu/
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