Discuss the opportunities and challenges in integrated marketing communication when the artificial intelligence (AI) becomes a popular channel between companies and consumers. Provide recommendations for companies to leverage on this trend in IMC.

Discuss the opportunities and challenges in integrated marketing communication when the artificial intelligence (AI) becomes a popular channel between companies and consumers. Provide recommendations for companies to leverage on this trend in IMC.

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter10: Digital Marketing And Social Networking

Section: Chapter Questions

Problem 1DYMP

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Concept explainers

Introduction to Business Messages

Business messaging refers to a variety of channels via which businesses and customers can interact. SMS or text messaging is the most popular method of communication. Shipment reminders, promotional incentives, marketing offers, and scheduled appointments are all things we have dealt with. These are the types of messages we usually identify with business communication. Business messaging can take place on any digital platform where your consumers already spend some time, with the expectation that communication will be two-way. Business messaging brings comfort and simplicity to customers. Customers expect comfort from pre-sales and post-sales engagements with businesses as they do with friends and family. In addition, messaging is the favored method of contacting a firm for 66% of buyers. Here are a few examples of popular business messaging situations.

Question

Using Integrated Marketing Communication theories and frameworks, and also using additional secondary research to support your response:

Discuss the opportunities and challenges in integrated marketing communication when the artificial intelligence (AI) becomes a popular channel between companies and consumers.

Provide recommendations for companies to leverage on this trend in IMC.

Definition Definition Structural system an enterprise uses to collect, store, report, retrieve, and process financial data. Accounting information systems are used by business analysts, auditors, accountants, and consultants for accurate and efficient access to financial data.

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