IMC and the future of marketing

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School

University of Louisiana, Lafayette *

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524

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Marketing

Date

Apr 3, 2024

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docx

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Uploaded by DoctorElkMaster795

1) Can a business be successful without advertising? Why or why not? I believe it would be hard for a business to be successful without a proper promotion strategy. Promotion strategies inform, persuade, and remind consumers about a firm’s products/services and the brands they sell. Promotion is composed of four marketing tools: advertising, personal selling, sales promotion, and public relations. “Advertising is often the focus of the marketing communication mix.” (Thakur, n.d.-b) Advertising helps businesses to reach a wider audience, build brand awareness, and differentiate their products or services from those of their competitors. Without advertising, businesses may struggle to attract new customers and increase their sales, as potential customers may not be aware of their products or services. Businesses should try to choose the best marketing strategy that aligns with what type of business they are trying to create. Aligning your marketing strategy with the goals of the company can help build successful growth and brand awareness of the business. (2) Some marketers believe the Internet will become the most effective avenue for marketing products to consumers. Do you agree or disagree? State why you agree or disagree. I agree with the statement that the Internet is becoming the most effective avenue for marketing products to consumers. With technology, a modern marketer can track pretty much anything on the web. The Internet offers a wide reach, allows for targeted marketing, and enables businesses to track the effectiveness of their marketing efforts. Today, consumers expect businesses to have websites. In fact, “81% of people said they would not buy from a business if it did not have a website. Having a website is essential for any business that wants to be successful.” (Simms, 2022) A business is more likely to have better reach within its targeted market, due to numerous marketing services that can help a company better understand its target audience. Analytics platforms are commonly used and allow marketers and CEOs to understand how to continuously optimize websites, content, and social outreach. (Thakur, n.d.-c) In addition, having a presence on social media is also key for business efforts to market their product/services to reach their potential and existing consumers due to the era we are in. Most of today's generation, have access to mobile devices. Mobile devices provide critical data for marketing companies on consumer behavior, which helps businesses plan and execute a proper marketing strategy for their specific company. (3) Why are organizations shifting from specialized to integrated marketing communication (IMC) strategies? Organizations may shift from specialized to integrated marketing communication (IMC) strategies to create a more cohesive and consistent brand message across multiple channels. IMC strategies involve coordinating and aligning various marketing communication tools, such as

advertising, public relations, sales promotion, and direct marketing, to deliver a unified message to customers. (Linton, 2019) IMC strategies can help businesses to reach and influence their target audience, as well as to better track the impact of their marketing efforts more effectively. An organization that treats its marketing department as a separate entity limits communication and reduces operational efficiency. An integrated approach to marketing communication ensures all channels are aligned and following the same strategy, overarching business goals, and company values. (SBU Online, 2019) Not only do IMCs help build brand awareness and provide a cohesive and consistent coordination of marketing tools, but they also help in reducing marketing costs. (4) Give your perspectives on the Future of Marketing. Include in your discussion the future of marketing metrics. What do you think about the QThru App when checking-out at the grocery? Would you use this app? Why or why not? In the future, marketing will continue to evolve with the inventions of new technologies and the fluctuation in consumer behavior. The incorporation of different digital marketing strategies can help business grow even further. As video marketing has become one of the most effective types of digital marketing. Studies have shown that video marketing can improve conversion rates, as well as improve a company site’s SEO and click-through rates by driving more people to your homepage. (Weekly Marketing Tips, 2017) Marketing metrics will likely play a more important role in measuring the effectiveness of marketing campaigns and in guiding decision-making. The use of data analytics and artificial intelligence may become more widespread in marketing, allowing businesses to better understand and target their consumers. As for the QThru app, I would consider using it if it offered convenience and efficiency in the checkout process. As a user of an IPhone, I find that is very convenient to have a device that is capable of a lot of different things. The app sounds like a very efficient and productive way for shopping and helps minimize the wait time while waiting to check out. While shopping at Sam’s Club retail warehouse, they provide a type of scan-and-go checkout process. This is very similar to the QThru app which allows consumers to bypass the long checkout lines and use their mobile app to scan their items and pay simultaneously on their phone. These innovative ideas are very efficient and convenient for every type of consumer.

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